EVALUATION OF THE EFFECT OF THE ENVIRONMENT ON INTENT ONLINE STORE APPROACH AND CONSUMER REJECTION: AN ANALYSIS BY MEANS STIMULUS-ORGANISM-RESPONSE PARADIGM

Abstract

The purpose of this study is analyzing the influence of the online shopping environment on consumers’ intentions of approximation and rejection through the paradigm Stimulus-Organism-Response. With data from a survey, which collected information from 1,437 consumers from a virtual retailer, analyzed using structural equations with partial minimal squares estimation, we tested the relations of a previously conceived conceptual model. The results show the relative importance of the dimensions of the virtual store environment in the formation of positive and negative emotions, and the effect of these on the sample’s behavioral intentions.