欲擒故纵?网络购物情境中的产品缺货效应研究

Playing Hard to Get? Study on the Stock-out Effect in Online Shopping Context

通过两个实验研究了网络购物情境下产品缺货带来的积极影响。研究结果表明,在产品缺货的情况下,消费者会产生积极的情绪和购买态度,积极情绪对是否缺货和消费者购买态度之间的关系起到了中介作用;同时消费者对店铺的忠诚度对是否缺货和消费者积极情绪之间的关系有调节影响。此外,在产品缺货的应对策略中,预定策略优于到货通知策略和替代品推荐策略,而低价的替代品推荐策略优于高价替代品推荐策略。本研究的结论对网络店铺进行缺货应对有较好的启示和借鉴。

Through two experimental studies,the positive effect of stock-out in online shopping context is examined.The results indicate that,in the case of stock-out,consumers will gain positive affect and purchasing attitude,and the positive affect will mediate the relationship between stock-out and purchasing attitude.Also,consumer＇s store loyalty will play a moderation role in the relationship between stock-out and consumer＇s positive affect.Furthermore,for stockout coping strategies,reservation strategy is better than arrival notice strategy and alternative recommendation strategy.Lower cost alternative recommendation strategy is better than higher cost alternative recommendation strategy.The results have good enlightenment and implications for online retailers to cope with online stock-out.