Mediating roles of emotion and experience in the stimulus-organism-response framework in higher education institutions

Mei-Teh Goi, Vigneswari Kalidas and Norzita Yunus

Journal of Marketing for Higher Education, 2018, vol. 28, issue 1, 90-112

Abstract: This study aims to examine the Stimulus-Organism-Response (SOR) model in the context of Higher Education Institutions (HEIs). Unlike previous studies, this study tested two organism variables, namely emotion and experience, as mediators in the relationship between seven dimensions of stimulus and response. Self-administered questionnaires were distributed to students in public and private HEIs. A total of 424 questionnaires were used in the data analysis. Using structural equation modeling, this study shows that emotion significantly mediated the relationship between three dimensions of stimulus (layout and facilities, fellow students, and employees) and response. This study also found that experience significantly mediated the relationship between two dimensions of stimulus (layout and facilities, and students’ fellows) and response. The findings suggest that emotion and experience play an important role as mediators in the relationship between stimulus and response.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:28:y:2018:i:1:p:90-112

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DOI: 10.1080/08841241.2018.1425231

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