Jaiyeoba, Olumide, Svotwa, Tendai Douglas and Makanyeza, Charles (2020) Black Friday shopping behaviour among generation Y consumers in Botswana: an application of the stimulus-organism response theory. African Journal of Business and Economic Research, 15 (4). pp. 45-69. ISSN 1750-4554 (Print), 1750-4562 (Online) (doi:10.31920/1750-4562/2020/v15n4a3)

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Abstract

The study applied the Stimulus-Organism-Response (S-O-R) theory to understand the Black Friday shopping behaviour of Generation Y consumers in Botswana. There is a dearth of studies that have examined the mediating effect of the organism (O) on the relationship between the stimulus (S) and the response (R). Majority of the studies concentrated on examining the S-O and the O-R relationships. Using data from a cross-section of 391 consumers, the study employed structural equation modelling to test the research hypotheses. The study found that social influence has a negative effect on customer value perception. It was found that social convenience has a positive effect on customer value perception while customer value perception positively influenced customer loyalty. The study also found that customer value perception mediates both the effects of social influence and social convenience on customer loyalty. The study has implications for theory, practice and future research.

Item Type:	Article
Uncontrolled Keywords:	Black Friday; customer loyalty; customer value; Generation Y customers; social convenience; social Influence
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	14 May 2024 09:42
URI:	http://gala.gre.ac.uk/id/eprint/47015

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