新产品脱销对消费者购买后悔的影响  

The Impact of Out-of-Stock of New Products on Consumers’ Post-Purchase Regret

作　　者：刘建新[1,2] 范秀成 张成虎[3] LIU Jian-xin;FAN Xiu-cheng;ZHANG Cheng-hu(Southwest University,Chongqing 400715;Fudan University,Shanghai 200433;Communication University of China,Beijing 100024,China)

机构地区：[1]西南大学经济管理学院,重庆400715 [2]复旦大学管理学院,上海200433 [3]中国传媒大学经济与管理学院,北京100024

出　　处：《当代财经》2022年第10期76-89,共14页Contemporary Finance and Economics

基　　金：重庆市自然科学基金面上项目“消费选择虚位诱导效应的生理影响与神经反应研究”(cstc2021jcjy-msxmX1067);重庆市教委人文社会科学研究党的十九届六中全会研究阐释专项项目“突发公共危机情境下消费者恐慌性购买的心理机制与干预措施研究”(20220630);西南大学中央高校基本科研业务费专项重点项目“消费者反消费行为研究:内在机理、边界条件与干预策略”(SWU2109208)。

摘　　要：新产品脱销经常被消费者视为重要的情境线索而产生冲动性购买,并因此产生购买后悔,但目前相关的研究严重不足。基于反事实思考理论和元情绪体验理论,通过构建有调节的双中介模型,深入考察新产品脱销影响消费者购买后悔的内在机理与边界条件,采用实验研究方法进行实证检验。三个实验的结果表明:新产品脱销会影响消费者的购买后悔,需求性脱销较比供应性脱销更容易引起消费者更大的购买后悔;反事实思考与元情绪体验共同中介新产品脱销对消费者购买后悔的影响;消费者自恋会调节反事实思考与元情绪体验的共同中介效应,即高自恋者更容易让元情绪体验中介效应占优,而低自恋者更容易让反事实思考中介效应占优。这些结论不仅有助于深化与丰富新产品脱销理论,而且有助于促进相关管理实践的发展。Out-of-stock of new products is often regarded as an important context cueby consumers to generate their impulsive purchases, which in turn leads to their post-purchase regrets. Atpresent,however, the researches on it are seriously insufficient. Based on counterfactual thinking theory and meta-emotional experience theory, this article constructs a model of moderated duel mediator, exploresin-depth the internal mechanism and its boundary conditions underlying the impact of out-of-stock of new products on consumer post-purchase regret, and adopts the experimental research method to conduct an empirical test. The findings of the three experiments show that out-of-stock of new products will affect consumers’ post-purchase regret, and that the demanded out-of-stock(DOOS) of the new products is easier to lead consumers to generating more regrets than that of thesupplied out-of-stock(SOOS).The counterfactual thinking and meta-emotional experience would jointly mediate the impact of out-of-stock of new products on consumers’ post-purchase regret. The consumer narcissism would moderate the dual mediating effects of counterfactual thinking and meta-emotional experience, i.e.,the higher-level narcissist are easier to let the mediator effect of meta-emotional experience holding adominantposition, while the lower-level narcissist are easier to let the mediator effect of counterfactual thinking holding adominantposition. These conclusions are conductive not only to deepening and enriching the theory of new product out-of-stock, but also to the promotion of the development of the related management practices.

关 键 词：新产品脱销 反事实思考 元情绪体验 消费者自恋 购买后悔 

分 类 号：F713.50[经济管理—市场营销]