The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention
This research aims to investigate the influence of baby food e-store image (for ages 0–3) on consumers’ purchase intention, mainly based on the stimulus-organism-response (S-O-R) model. Perceived value is additionally tested as a mediator of the relationship between baby food e-store image and consu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-11-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.796750/full |
| _version_ | 1819043676856254464 |
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| author | Chunlan Jiao Xiangdong Shen Li Wang |
| author_facet | Chunlan Jiao Xiangdong Shen Li Wang |
| author_sort | Chunlan Jiao |
| collection | DOAJ |
| description | This research aims to investigate the influence of baby food e-store image (for ages 0–3) on consumers’ purchase intention, mainly based on the stimulus-organism-response (S-O-R) model. Perceived value is additionally tested as a mediator of the relationship between baby food e-store image and consumers’ purchase intention. An online questionnaire survey was conducted among consumers of baby food e-stores that specialize in ages 0–3. The final sample comprised 584 valid responses. To test the hypotheses in the relationships among latent variables, structural equation model analysis was used in this study. The findings showed that design image, order fulfillment image, communication service image, and security image of baby food e-stores have positive effects on consumers’ perceived value, while perceived value mediates the relationship between baby food e-stores and consumers’ purchase intention. As a result, more perceived value would be created between online stores and their consumers with a higher level of value. Two managerial implications derived from this study explain how to manage baby food e-stores and how to promote online baby food undertakings. Particularly, consumers’ perceived emotional and functional value can be shaped by four dimensions of baby food e-store image, e-store design image, order fulfillment image, communication service image, and security image, which finally determines their purchase intentions. The originality and value of this study enriches the importance of consumers’ perceived value in the field of online store image. Moreover, this study demonstrates that baby food e-store image increases consumers’ perceived value and purchase intention. |
| first_indexed | 2024-12-21T10:00:35Z |
| format | Article |
| id | doaj.art-ed3146679040456199156ab2fd04674d |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-21T10:00:35Z |
| publishDate | 2021-11-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-ed3146679040456199156ab2fd04674d2022-12-21T19:07:58ZengFrontiers Media S.A.Frontiers in Psychology1664-10782021-11-011210.3389/fpsyg.2021.796750796750The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase IntentionChunlan Jiao0Xiangdong Shen1Li Wang2Normal School, Changshu Institute of Technology, Changshu, ChinaBusiness School, Changshu Institute of Technology, Changshu, ChinaSchool of Business Administration, Anhui University of Finance & Economics, Bengbu, ChinaThis research aims to investigate the influence of baby food e-store image (for ages 0–3) on consumers’ purchase intention, mainly based on the stimulus-organism-response (S-O-R) model. Perceived value is additionally tested as a mediator of the relationship between baby food e-store image and consumers’ purchase intention. An online questionnaire survey was conducted among consumers of baby food e-stores that specialize in ages 0–3. The final sample comprised 584 valid responses. To test the hypotheses in the relationships among latent variables, structural equation model analysis was used in this study. The findings showed that design image, order fulfillment image, communication service image, and security image of baby food e-stores have positive effects on consumers’ perceived value, while perceived value mediates the relationship between baby food e-stores and consumers’ purchase intention. As a result, more perceived value would be created between online stores and their consumers with a higher level of value. Two managerial implications derived from this study explain how to manage baby food e-stores and how to promote online baby food undertakings. Particularly, consumers’ perceived emotional and functional value can be shaped by four dimensions of baby food e-store image, e-store design image, order fulfillment image, communication service image, and security image, which finally determines their purchase intentions. The originality and value of this study enriches the importance of consumers’ perceived value in the field of online store image. Moreover, this study demonstrates that baby food e-store image increases consumers’ perceived value and purchase intention.https://www.frontiersin.org/articles/10.3389/fpsyg.2021.796750/fullS-O-R frameworkbaby food e-store imageperceived valuepurchase intentionmediating effect |
| spellingShingle | Chunlan Jiao Xiangdong Shen Li Wang The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention Frontiers in Psychology S-O-R framework baby food e-store image perceived value purchase intention mediating effect |
| title | The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention |
| title_full | The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention |
| title_fullStr | The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention |
| title_full_unstemmed | The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention |
| title_short | The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention |
| title_sort | effect of baby food e store image for ages 0 3 on consumers purchase intention |
| topic | S-O-R framework baby food e-store image perceived value purchase intention mediating effect |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.796750/full |
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