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22대 대한민국 국회 국회정보길라잡이 국회의원검색
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In the highly competitive e-commerce landscape, crafting a compelling customer experience strategy is crucial for business differentiation and sustained success. Drawing on the Stimulus – Organism – Response (S – O – R) framework, this study investigates how personalization, as an external stimulus, influences key psychological states, including hedonic motivation, cognitive and emotional experiences, and e-satisfaction, and how these, in turn, drive repurchase intention in a developing economy. Data from 366 Vietnamese online consumers were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that personalization exerts the strongest impact across the model, particularly on hedonic motivation, which subsequently enhances both cognitive and emotional experiences. Emotional experience emerged as the most influential factor shaping e-satisfaction, while e-satisfaction itself proved central in strengthening repurchase intention. Notably, both cognitive and emotional experiences also exert direct effects on repurchase intention, highlighting the dual pathways through which customer experience fosters loyalty. Mediation analysis confirmed that organismic states significantly mediate the link between personalization and repurchase intention. These insights extend theoretical understanding of the S – O – R framework and provide practical guidance for leveraging personalization and experiential strategies in emerging e-commerce markets.

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기사명 저자명 페이지 원문 목차
Developing the indexical-iconic food authenticity scale Sean Lee, Vanessa Quintal, Ian Phau p. 34-52
Trust-building factors of service quality and the impact of trust on commitment and referral intentions for B2B IT service vendors Dae Hwan Kwon, Erin Cho p. 53-70
Apologizing for online service failures : how does the use of emojis have an impact on customer forgiveness? Jie Cai, Yoonseo Park p. 1-33
Investigating perceived integrated interaction on e-commerce : how omnichannel experiences drive flow, anticipatory value, trust, and positive WOM Akram Harmoni Wiardi, Basu Swastha Dharmmestha, Bernardinus Maria Purwanto p. 71-108
(An) S–O–R model perspective on e-commerce : personalization, hedonic motivation, and customer experience driving e-satisfaction and repurchase intention in a developing country Nguyen Thi Cam Le, Nguyen Thi Tra Phuong, Adam Voak p. 109-140
Evolution of salesperson motivation research : a bibliometric analysis Claire Huiyoung Cha p. 141-175

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