Purpose

The study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the Stimulus-Organism-Response (SOR) framework. Further, it explores the role of brand intimacy and brand partner quality in mediating the path between brand happiness and willingness to share personal information.

Design/methodology/approach

This study used a cross-sectional survey design to collect data from 439 online retail consumers in India, using an online questionnaire. The data were analysed using Structural Equation Modelling in IBM Amos.

Findings

The present study found that online retail website experience is significantly related to brand happiness. The finding also supports that brand happiness was positively and significantly related to ‘consumers' willingness to share personal information. This relationship was fully mediated by brand intimacy. Brand happiness also mediated the relationship between website experience and the willingness to share personal information.

Research limitations/implications

This study contributes to the emerging literature on brand happiness and willingness to share personal information. It establishes a central role of brand happiness as a driver and a mediator of consumers' willingness to share personal information with e-commerce retailers, extending the stimulus-organism-response framework in the context of brand happiness and willingness to share personal information. Further, the study establishes the role of website experience as a marketer (and brand) led driver of brand happiness.

Practical implications

The results have implications for the role of the website in enhancing the consumer experience, which in turn is a driver of brand happiness. Further, managers need to promote brand happiness with the help of website experience to enable consumers’ willingness to share personal information and help organizations customize their marketing campaigns.

Originality/value

This is among the first studies to evaluate brand happiness from the perspective of an online retail website experience and consider consumers’ willingness to share personal information from a branding rather than a technological perspective. Additionally, the study introduces the SOR framework in the context of brand happiness, with website experience acting as a stimulus for consumers, resulting in brand happiness, which is mediated by brand partner quality and brand intimacy (organism), leads to consumers' willingness to share personal information with online retail brands (response).

中文翻译：

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在线零售网站体验对品牌幸福感和分享个人信息意愿的作用：SOR 视角

目的

该研究旨在利用刺激-有机体-反应（SOR）框架的理论视角，确定在线零售网站体验对品牌幸福感和分享个人信息意愿的作用。此外，它还探讨了品牌亲密度和品牌合作伙伴质量在调节品牌幸福感和分享个人信息意愿之间路径中的作用。

设计/方法论/途径

本研究采用横断面调查设计，通过在线调查问卷收集了印度 439 名在线零售消费者的数据。使用 IBM Amos 中的结构方程模型分析数据。

发现

本研究发现在线零售网站体验与品牌幸福感显着相关。研究结果还表明，品牌幸福感与“消费者”分享个人信息的意愿呈正相关且显着相关。这种关系完全是由品牌亲密度来调节的。品牌幸福感还调节网站体验与分享个人信息的意愿之间的关系。

研究局限性/影响

这项研究为有关品牌幸福感和分享个人信息意愿的新兴文献做出了贡献。它确立了品牌幸福感作为消费者与电子商务零售商分享个人信息意愿的驱动力和中介者的核心作用，在品牌幸福感和分享个人信息意愿的背景下扩展了刺激-有机体-反应框架。此外，该研究还确立了网站体验作为营销人员（和品牌）品牌幸福感主导驱动力的作用。

实际影响

研究结果对网站在增强消费者体验方面的作用具有影响，而消费者体验又是品牌幸福感的驱动力。此外，管理者需要借助网站体验来提升品牌幸福感，让消费者愿意分享个人信息，并帮助组织定制营销活动。

原创性/价值

这是首批从在线零售网站体验的角度评估品牌幸福感的研究之一，并从品牌而非技术的角度考虑消费者分享个人信息的意愿。此外，该研究在品牌幸福感的背景下引入了 SOR 框架，通过网站体验对消费者产生刺激，从而产生品牌幸福感，而品牌幸福感是由品牌合作伙伴质量和品牌亲密度（有机体）介导的，从而导致消费者愿意与在线零售品牌共享个人信息（回应）。