Black Friday shopping behaviour among Generation Y consumers in Botswana : an application of the stimulus-organism-response theory

Autor:	Olumide Olasimbo Jaiyeoba, Charles Makanyeza, Tendai Douglas Svotwa
Rok vydání:	2020
Předmět:	Generation y Economics and Econometrics media_common.quotation_subject Stimulus (physiology) Structural equation modeling Loyalty business model Perception Customer value Business and International Management Psychology Social psychology Organism Social influence media_common
Zdroj:	African Journal of Business and Economic Research. 15:45-69
ISSN:	1750-4562 1750-4554
DOI:	10.31920/1750-4562/2020/v15n4a3
Popis:	The study applied the Stimulus-Organism-Response (S-O-R) theory to understand the Black Friday shopping behaviour of Generation Y consumers in Botswana. There is a dearth of studies that have examined the mediating effect of the organism (O) on the relationship between the stimulus (S) and the response (R). Majority of the studies concentrated on examining the S-O and the O-R relationships. Using data from a cross-section of 391 consumers, the study employed structural equation modelling to test the research hypotheses. The study found that social influence has a negative effect on customer value perception. It was found that social convenience has a positive effect on customer value perception while customer value perception positively influenced customer loyalty. The study also found that customer value perception mediates both the effects of social influence and social convenience on customer loyalty. The study has implications for theory, practice and future research.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3531b0419c9bef91e0c9164369b51c3c https://doi.org/10.31920/1750-4562/2020/v15n4a3 Zobrazit plný text záznamu Plný text ve formátu PDF