CONSUMER IMPULSIVE BUYING BEHAVIOUR TOWARDS ONLINE FOOD DELIVERY APPS: BASED ON STIMULUS ORGANISM RESPONSE (SOR) MODEL
The present research has examined the effects of Consumer Belief and Desire for Food Delivery apps and Consumer Traits on Positive Emotions leading to Impulse Buying Behavior in using Online Food Delivery Apps. The research is based on the Stimulus-Organism-Response (S-O-R) theory where Consumer Belief and Desire for Food Delivery apps are the external stimuli and Consumer Traits are the internal stimulus influencing emotional responses resulting in the Behavioral response of Impulsive Buying. The statistical tool SMART PLS 4 is used for statistical analysis which has proved a strong correlation between the stimulus and positive emotions of using food aggregators for ordering food online. It is statistically established that Impulsive Buying Behavior of ordering food through Food Delivery Apps. Is strongly influenced by Positive Emotions.
Consumer Belief, Consumer Desire, Consumer Traits, Food Delivery Apps, S-O-R Model