商品空缺陈列对消费者选购决策的影响

The Impact of Display Incompleteness on Consumers' Purchase Decision-making

营销实践和研究文献多强调饱满陈列的作用。假设空缺陈列在特定条件下也会产生积极的效果,商场环境、产品信息、购买卷入度、购买者个性特点是影响空缺陈列作用效果的重要变量。实验结果表明不知名产品的空缺陈列比饱满陈列效果好,但多个产品同时空缺陈列时销售量下降。

In the practice of marketing and research literature, display completeness is often emphasized. Supposing display incompleteness can also have positive effect in certain circumstances, marketplace environment, product information, purchase involvement degree and the personal characteristics of buyers are the important variants affecting the effect of display incompleteness. The experiment result shows that for unknown products display incompleteness has a better effect than display completeness but the sales will go down when many products are in display incompleteness at the same time.