Exploring the influence of emotions on sustaining purchase intentions through the online store in Indonesia

Abstract

This study explores the influence of emotions on sustaining purchase intentions through an online store in Indonesia. Application penetration in the mobile ecosystem has become popular as an online-to-offline (O2O) service that applies the convenience of online services to offline reality. Therefore, this study aims to develop a comprehensive model of online store image based on the continuous usage intention of consumers in online-to-offline meal applications. This study uses Pleasure, Arousal, and Dominance (PAD) theory as an adapted model of the organism stimuli, and response framework. The design of the study uses a quantitative research approach and adapts research instruments from previous research. This study focuses on five variables. It consists of Online Store Image, Pleasure, Arousal, Dominance, and continuous purchasing—the indicators obtained from previous studies. This study collected data in 2023, when the World Health Organization (WHO) revoked COVID-19 status. There are 260 responses collected. The result indicates that online store image affects pleasure, arousal, and dominance, as the emotions stimulated by this study show that pleasure and dominance emotions positively and significantly impact continuous purchase intention. The study’s practical implication suggests that the potential for boosting sustained purchasing intention exists when consumers experience feelings of happiness and sense of dominance. So, this study suggests the provider must increase their online presence to create an excellent online store’s image. If the online store’s image is good, consumers' pleasure, arousal, and dominance emotions will increase.