Application Of Stimulus-organism-response (S-o-r) Theory To Study Consumer Behavior Of Upscale Restaurants In Northern Thailand

Umonrat Segson, Chai Ching Tan


This study adapts and tests the theory of stimulus-organism-response (S-O-R) in upscale restaurant context, which makes a significant contribution by segregating the stimuli into restaurant inducement and attitudinal level. The attitudinal level adapts the theory of planned behavior with an extended emphasis on social media-induced attitude to reflect the contemporary norm of social lifestyle. The restaurant-induced stimuli consider service and food qualities, and restaurant atmosphere. These stimuli would be studied for their ability to predict the different types of customer values namely economic value, hedonic value and functional value, and brand image, customer satisfaction and brand trust known as organism. The response includes another vastly neglected factor known as experience sharing especially useful for marketers to exploit for brand awareness creation and externality effect. In doing so this study would add significantly to the body of knowledge by exploiting the S-O-R theory in social media environment. The sampling is convenience based, by focusing on customers who have had visited any upscale restaurants in Northern Thailand. Judging from the numerous hypotheses raised, correlations, hierarchical multiple regressions and structural equation modeling (SEM) would be the main statistical analysis methods.

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