||An Application of the S-O-R Model to Examine Factors Related with Customers’ Attitude toward Smart Home Appliance
||Institute of International Management (IIMBA--Master)(on the job class)
Stimulus-Organism-Response (S-O-R) model
Mehrabian-Russell (M-R) theory
Emotion of pleasure
Emotion of arousal
本研究運用「刺激-機制-反應」模型 (S-O-R, Stimulus-Organism-Response model)，探討消費者的自我形象一致性、新奇接受度及便利性接受度對智能家電購買意願的影響，同時也檢視「愉悅情感」與「覺醒情感」兩個心理狀態面向及「態度」的中介角色。
The study applied the Stimulus-Organism-Response (S-O-R) theory to examine the relationships between customers’ self-image congruity, perceived novelty, and perceived convenience and their purchase intention towards smart home appliance. The mediating roles of psychological states, including emotions of pleasure and arousal, as well as attitude, are explored as well.
Research findings based on a sample collected from Taiwanese customers showed that customers’ perceived novelty, and perceived convenience are indeed critical in predicting the two psychological states of customers, which in turn produce positive effects on their attitude towards smart home appliance and affect their purchase intention. The mediating role of customers’ psychological states are ascertained as well. The study contributes to the S-O-R theory by investigating the psychological factors which pay key mediating roles in converting consumers’ cognitive understanding of and their psychological attachment with a newly-introduced product into positive attitude and then purchase intention. Implications and limitations are discussed as well.
TABLE OF CONTENTS IV
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives. 4
1.3 Research Procedure. 5
1.4 Paper Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Stimulus-Organism-Response (S-O-R) Theory. 8
2.1.2 Mehrabian-Russell (M-R) Theory. 11
2.2 Definition of Relevant Research Variable. 11
2.2.1 Self-image Congruity. 11
2.2.2 Perceived Novelty. 13
2.2.3 Perceived Convenience. 14
2.2.4 Psychological State. 15
2.2.5 Attitude. 16
2.2.6 Intention to Buy. 17
2.3 Development of Research Hypotheses. 18
2.3.1 The Relationship between Self-image Congruity and Psychological State toward Smart Home Appliance. 18
2.3.2 The Relationship between Perceived Novelty and Psychological State toward Smart Home Appliance. 19
2.3.3 The Relationship between Perceived Convenience and Psychological State toward Smart Home Appliance. 20
2.3.4 The Relationship between Psychological State and Attitude toward Smart Home Appliance. 21
2.3.5 The Relationship between Attitude toward Smart Home Appliance and Intention to Buy. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Conceptual Model. 24
3.2 Summary of Definition of Variables. 25
3.3 Summary of Hyphotheses. 25
3.4 Description of Sample. 26
3.5 Construct Measurement and Questionnaire Design. 28
3.5.1 Self-image Congruity. 28
3.5.2 Perceived Novelty. 30
3.5.3 Perceived Convenience. 31
3.5.4 Psychological State. 33
3.5.5 Attitude. 35
3.5.6 Intention to Buy. 36
3.6 Control Variables. 37
3.6.1 Age. 38
3.6.2 Gender. 38
3.6.3 Marital Status. 38
3.6.4 Education Level. 39
3.6.5 Income. 39
3.6.6 Occupation. 39
3.6.7 Home Appliance Usage per Day, Usage Frequency and Experience in Using Smart Home Appliance. 40
3.7 Method of Analysis. 40
3.7.1 Descriptive Statistics. 40
3.7.2 Confirmatory Factor Analysis(CFA). 40
3.7.3 Common Method Variance. 41
3.7.4 Reliability and Validity Test. 41
3.7.5 Pearson Correlation Analysis. 42
3.7.6 Hierarchical Multiple Regression. 42
CHAPTER FOUR RESEARCH RESULTS 43
4.1 Assessing Full Measurement Model. 43
4.2 Common Method Variance. 46
4.3 Validity and Reliability Test. 47
4.4 Mean, Standard Deviation and Correlation. 49
4.5 Hierarchical Regression. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 57
5.1 Discussion and Conclusions. 57
5.1.1 Theoretical Implication. 57
5.1.2 Managerial Implication. 60
5.2 Research Limitation and Suggestion for Future Research. 61
Appendix 1: Chinese Questionnaire 69
Appendix 2: English Questionnaire 72
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