Keywords
Psychological process
Purchase behavior
Stationery
SOR theory
Submitted : 2022-07-19
Accepted : 2022-08-03
Published : 2022-08-18
Abstract
Based on the SOR (stimulus–organism–response) model to obtain 534 survey data from the MTurk platform, the relationship between external stimuli, psychological processes, and consumers’ stationery purchasing behavior was empirically analyzed using a multivariate ordered logistic regression model. In terms of marketing stimuli, consumers’ recognition of product quality and price as well as the convenience of purchasing channels significantly and positively influenced purchasing behavior; in terms of social stimuli, self’s opinion of needs and the positive evaluation of peers significantly and positively influenced purchasing behavior; in terms of psychological process, consumers’ knowledge, trust, willingness to know, and preference for stationery products significantly and positively influenced purchasing behavior. Accordingly, it is proposed that, in order to promote the purchase of stationery products, the production and operation links should ensure the quality of stationery products, promote price control in a reasonable range, guarantee a healthy, orderly, and convenient stationery market environment, as well as strengthen the multi-sensory promotion of stationery products.
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