基于消费者行为反应的缺货管理研究

A Research on Out-of-Stock Management Based on Consumer Reaction

论题从消费者行为反应的角度出发,归纳了消费者面对缺货时可能产生的行为反应以及不同的行为反应对零售商和制造商的不同影响,并运用成本理论和可变行为理论对消费者面对缺货时出现不同行为反应的原因进行了解释。从产品、品牌、情境、零售商店和消费者等5个方面分析了影响消费者面对缺货产生不同行为反应的因素。

This paper summarizes consumers＇ various reactions to out-of-stock and their different influences on retailers and manufactures from the viewpoint of consumer reaction, explains the reasons for different consumer reactions with cost theory and variable behavior theory, and analyzes the causes which result in different consumer reactions to out-of-stock from 5 aspects, i. e. , product, brand, situation, retailing store and consumer.