Extending the Stimulus–Organism–Response Framework to Explain Continuance Purchase Intention in High-Involvement Online Furniture Commerce: A Dual-Layer Perspective on the Organism Component

Online furniture commerce has expanded, yet sustaining continuance purchase intention (CPI) remains challenging because furniture is a high-involvement product that consumers prefer to inspect physically. Drawing on the Stimulus–Organism–Response (SOR) framework, this study examines how social media marketing activity, product quality, and customer experience are associated with CPI through transactional appraisals (perceived value and customer satisfaction) and relational appraisals (customer trust and customer loyalty). An exploratory sequential mixed-methods design combined a three-round e-Delphi study with 19 experts and a survey of 1351 Thai consumers who had purchased furniture online. Data were analyzed using covariance-based structural equation modeling, bootstrapped indirect-effect analysis, and fuzzy-set qualitative comparative analysis (fsQCA). Customer loyalty and customer trust showed the strongest positive associations with CPI. Customer satisfaction showed a negative direct but significant positive indirect association through customer loyalty. Constraining the SAT → CPI path to zero significantly worsened model fit; however, the negative coefficient did not support the hypothesized positive association and should be interpreted cautiously as a model-conditional association. The fsQCA identified multiple sufficient configurations associated with high CPI, illustrating equifinality. The findings extend SOR to high-involvement commerce by integrating transactional and relational appraisals and complementary symmetric and configurational evidence.