Citation:

Adi Wahyu Anggara, Afina Hasya, Aryoga Wiweko. "Stimulus-Organism-Response: E-Commerce Interactivity, Satisfaction, Trust, and Loyalty Among Sporting Goods Consumers" International Research Journal of Economics and Management Studies, Vol. 4, No. 11, pp. 66-76, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I11P110

Abstract:

The worldwide digitization of the sports goods business has made the e-commerce platform in Indonesia a significant factor, considering that consumer preference is now influenced by online activity. This paper examines the impact of e-commerce interactivity on both e-satisfaction and e-trust, as well as the mediating roles that these two constructs play in forming attitudinal and behavioural dual e-loyalty towards Indonesian consumers of sporting goods and apparel. Following the S-O-R model, the study adopts a quantitative method and examines how online interactive features lead to loyalty outcomes. The results indicate that e-commerce interactivity positively impacts both e-satisfaction and e-trust, leading to attitudinal and behavioral e-loyalty formation. I. Some of the findings in regard to consumer motivations in Indonesia’s sporting goods market are as follows, which reveal this duality and provide direction on how platforms should cater to both performance-driven as well as lifestyle-oriented customers “Report Highlights Both Sides of Motivations “By installing sports marketing” (2017, Indosport website). 3). The findings emphasize how interactive characteristics (active control, two-way communication, synchronicity) contribute to satisfying and trust-inducing resources for the customer, which subsequently lead to long-term commitment and advocacy. In theory, the scope of this study extends the S-O-R model by revealing some mediating variables in the digital environment, including satisfaction and trust. Theoretically, it offers practical applications for e-commerce practitioners wishing to build a believable and engaging system that meets the needs of different consumer groups. Finally, strategic implications for building long-term trust in this highly dynamic Indonesian e-commerce sporting goods environment are suggested.

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Keywords:

E-commerce, Interactivity, E-satisfaction, E-trust, E-loyalty, Attitudinal loyalty, Behavioral loyalty, Sporting goods, S-O-R theory.