脱销诱因与品牌概念对产品感知与购买的影响

Influence of Causes of Out-of-Stock and Brand Concepts on Product Perception and Purchase

已有研究大多关注脱销现象对企业和店铺产生的消极影响,而缺乏对脱销信息积极价值的探讨。产品产生脱销的诱因主要包括高需求和低供给,两种脱销诱因会传递不同的产品价值信号而对产品感知和未来购买产生重要影响。在不同脱销诱因的影响效应和品牌概念一致性理论的基础上,以学生和普通消费者为被试收集实验数据,采用方差分析方法进行实证检验。研究结果表明,产品脱销诱因显著影响产品的感知质量和感知独特性。由高需求(vs.低供给)造成的脱销更积极地影响感知质量,但仅针对功能性品牌;由低供给(vs.高需求)造成的脱销更积极地影响感知独特性。产品脱销诱因与品牌概念类型具有匹配效应,对于功能性品牌,高需求脱销比低供给脱销更积极地影响消费者对脱销产品的未来购买意向,而对于象征性品牌,高需求脱销比低供给脱销更消极地影响消费者的未来购买意向。

It has been mostly concerned about the negative impact of out-of-stock on enterprises and shops , and its positive impact is still unexplored .Based on the effects of out-of-stock and congruity theory on brand concept , the study collects experimental da-ta from students and consumers as participants and employs analysis of variance to test and revise hypotheses .The results indi-cate that causes of out-of-stock influence products′perceived quality and perceived uniqueness .For functional brands , out-of-stocks caused by high demand （vs.low supply） affect the perceived quality of product more positively , while for both functional and symbolic brands , out-of-stocks caused by low supply （ vs.high demand ） affect perceived uniqueness more positively .There is a match-up effect between causes of out-of-stock and brand concepts .As for functional brands , out-of-stocks caused by high demand （vs.low supply） result in higher consumers′purchase intention;as for symbolic brands, out-of-stocks caused by high demand （ vs.low supply ） lead to lower consumers′purchase intention .