The impact of personalization on the behavioral purchase intentions based on consumer psychology: A stimulus-organism-response (SOR) model perspective

Abstract

Purpose - This study develops and tests a model to study the impact of personalization on the intention to purchase on Shopee- an e-commerce platform in Vietnam. Drawing upon SOR theory, this study proposes individual-level and situation- level of personalization as stimulus, perceived usefulness and perceived risk as cognitive states; positive emotions and negative emotions as affective states of organism respectively and purchase intention as response. Design/methodology/approach - In this study, we conducted a survey to frequent online shoppers in Ho Chi Minh City and collected 413 valid responses for our research. We severely investigated the facets of personalization and their influence on cognitive and affective states, which subsequently impacted consumer purchase intentions through using SmartPLS 4.0 to fully interpret the data. Findings - The findings show that Personalization (Stimulus) has a direct effect on four Organism factors in order from highest to lowest: Perceived Risk, Positive Emotions, Perceived Usefulness and Negative Emotions. Importantly, these factors are demonstrated to have a significant impact on the purchase intention (Response). Besides, the study also discovers the mediating relationships among the variables, indicating the effects of Personalization on purchase intention are not just only direct but also mediated through these Organism factors. Practical implications - The findings thus provide new insights for both marketers and organizers to illustrate and implement personalized strategies in order to enhance the purchase rate on online platforms. Originality/value - This study further contributes to the literature of personalization on purchase intention, which then leads to purchase behaviors among consumers on e- commerce platforms.