城门失火,殃及池鱼?新产品促销性脱销的相似品贬值效应  

Does a Fire at the City Gate Harm Other Fish in the Pool?The Devaluing Effect of Promotional Out-of-Stock of New Products on the Similar Alternatives

作　　者：刘建新[1] 范秀成[2] 晋向东 LIU Jianxin;FAN Xiucheng;JIN Xiangdong(College of Economics and Management,Southwest University,Chongqing 400715,China;School of Management,Fudan University,Shanghai 200433,China;College of Economics and Business,Central China Normal University,Wuhan 430079,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]华中师范大学经济与工商管理学院,湖北武汉430079

出　　处：《商业经济与管理》2024年第2期68-86,共19页Journal of Business 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”(cstc2021jcyj-msxmX1067);重庆市社会科学规划项目“突发公共危机情境下社会公众恐慌性购买的心理机制与干预措施研究”(2022NDYB64);西南大学研究阐释党的二十大精神专项项目“‘二十大’共同富裕视域下扶贫产品消费的心理机制与促进策略研究”(SWU2022028);西南大学中央高校博士启动项目“新生代消费者网购成瘾的形成机理与干预体系研究”(SWU2309509)。

摘　　要：虽然新产品促销性脱销导致其暂时性缺货,会给相似品提供了替代和涨价的机会,但是新产品促销性脱销也会对相似品产生拖累效应,导致消费者对其评价降低。但目前相关的关注和研究较为匮乏。基于前景理论与控制动机理论,通过构建有调节的双中介模型,文章深入探寻了新产品促销性脱销影响相似品贬值的内在机理与边界条件,并且通过实验方法进行了实证检验。通过3个实验,结果发现:(1)新产品促销性脱销确实会让相似品产生贬值,并且价格促销性脱销较之于非价格促销性脱销更容易让相似品产生更大的贬值;(2)参照依赖与控制剥夺会共同中介新产品促销性脱销对相似品贬值的影响,其中前者起着消极中介效应,而后者起着积极中介效应;(3)消费者权力感(包括特质权力感与状态权力感)会调节参照依赖与控制剥夺的双中介效应,低权力感者更容易让参照依赖中介效应占优,而高权力感者更容易让控制剥夺中介效应占优。这些研究结论不仅对丰富和完善新产品促销、产品稀缺效应、虚位诱导效应等理论具有重要的意义,而且对指导和改善厂商的新产品营销、消费者理性看待新产品促销性脱销和监管机构的市场监管有重要的管理启示。While the promotional out-of-stock of new products(PONP)leads to their temporal stock-out and in turn provides rare opportunities for similar alternatives to increase prices,it may also produce a dragging effect,resulting in consumers'lower evalu-ation.However,prior research is inadequate.By constructing a model of moderated dual mediators based on both prospect theory and control motivation theory,we explore the internal mechanism and boundary conditions underlying the devaluing effect of PONP on the similar alternatives,and test them in the lab.Across three experiments,the results show that(1)PONP indeed brought about the de-valuing effect of the similar alternatives,and moreover price-promoted out-of-stock generated more devaluing effect than non-price-promoted out-of-stock;(2)reference dependence and dependence of control commonly mediated the devaluing effect of PONP on the similar alternatives,and particularly the former played a positive mediator role and the latter did the negative;and(3)consumer power sense(including trait power sense and state power sense)can regulate the dual mediating effect of reference dependence and control deprivation.Low power sense individuals are more likely to be dominated by reference dependence mediating effect,while high power sense individuals are more likely to be dominated by control deprivation mediating effect.The findings have an important theoretical significance for enriching such theories as new product promotion,product scarcity effect and phantom induction effect,and also have managerial implications for improving manufacturer or retailers'new product promotion,consumers'rationale to treat PONP and regulators'market supervision.

关 键 词：新产品促销性脱销 参照依赖 控制剥夺 权力感 相似品贬值效应 

分 类 号：F713.50[经济管理—市场营销]