购物情境中的产品虚位现象研究述评  

A Review of the Literature of Product Phantom in Shopping Context

作　　者：李研[1] 李东进[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《外国经济与管理》2013年第5期72-79,共8页Foreign Economics & Management

基　　金：国家自然科学基金项目<消费者后悔形成机制与效应研究>(批准号:71072101);教育部人文社会科学青年基金项目<积极消费行为前置因素及影响后果研究>(批准号:12YJC630239)

摘　　要：在消费者进行购买决策时,常存在一些消费者当时能注意到但不能选择的产品,例如脱销产品、排号购买产品、会员专供产品,这就是产品虚位现象。购物情境中的虚位选项会对消费者的心理和行为产生重要影响,产品虚位不仅会情境性地影响消费者对可得选项的购买,还会跨期影响消费者对虚位产品未来的购买。本文对营销领域有关产品虚位现象的研究进行了梳理,阐述了虚位现象对消费者反应的影响效应、作用机制,以及消费者对虚位现象反应的影响因素,并对未来研究方向进行了展望。Consumers always took notice of products such as out-of-stock products, products for retail queue and products for members only but cannot choose them then when they were making purchasing decisions,which is called product phantom. Phantom alternatives in shopping context play an important role in consumers＇ psychology and behavior. Product phantom can influence not only the purchase of other available alternatives contextually, but also the future purchase of the phantom product itself. This paper reviews the literature of product phantom in marketing field,elaborates the in fluences on consumer response to product phantom, related function mechanisms and the factors influencing consumer response to product phantom, and finally raises the directions in future research.

关 键 词：虚位效应 虚位选项 虚位产品 稀缺效应 

分 类 号：F716[经济管理—产业经济]