实物还是体验?产品脱销对于消费者实物型产品偏好的影响  

Physical or Experience?The Influence of Product Out of Stock on Consumers'Preference for Physical Products

作　　者：段珅 孟陆 宋晓菲 寇思宁 Duan Shen;Meng Lui;Song Xiaofei;Kou Sining(School of Business Administration,Zhongnan University of Economics and Law;School of Economics and Management,Southwest Jiaotong University;Zaihui(Shanghai)Network Technology Co.,Ltd.;Business School,Beijing International Studies University)

机构地区：[1]中南财经政法大学工商管理学院 [2]西南交通大学经济管理学院 [3]再惠(上海)网络科技有限公司 [4]北京第二外国语学院商学院

出　　处：《南开管理评论》2024年第6期184-196,共13页Nankai Business Review

基　　金：国家自然科学基金青年项目(72402234);74批博士后面上基金项目(2023M743932)资助;2023年国家资助博士后计划C档资助(GZC20233135)。

摘　　要：脱销消费情境对企业和消费者都存在着不容忽视的影响作用。本研究发现,脱销会增加消费者对实物型消费的偏好。实验1a和实验1b验证了在不同情境下消费者遭遇产品脱销时,会在随后的体验型和实物型产品选择中更偏好实物型产品。实验2a和实验2b分别通过测量和操纵方式,验证了当消费者遭遇产品脱销时,会感知到控制感受威胁并通过选择实物型产品补偿控制感的缺失。实验3则验证了内外控人格的边界作用。本研究结论对于企业捕捉消费者偏好变化、应对脱销难题、制定营销策略等具有重要的实践和理论价值。Stock-outs refer to the temporary unavailability of products,a phenomenon frequently encountered in everyday shopping environments.These occurrences can negatively impact both businesses and consumers.For businesses,stock-outs may lead to customers canceling purchases or switching stores,which can reduce customer loyalty,result in customer loss,and decrease market share.For consumers,stock-outs leave essential consumption needs unmet,forcing them to alter their purchasing plans,increase shopping costs,and experience frustration and annoyance,ultimately harming their physical and mental well-being.Consequently,consumers may cancel or delay purchases,opt for similar substitutes,or switch to alternative products.Thus,the negative effects of stockouts on consumers ultimately translate into profit losses for the affected businesses.While most previous research has focused on consumer responses to stock-out situations,illustrating that these responses vary based on factors such as brand and store loyalty,product price,product category,shopping frequency,transaction costs,purchase urgency,temporary stock-outs,and changes in product assortment,few studies have examined which specific product categories consumers switch to after encountering stock-outs.For businesses,effectively understanding consumer behavior following stock-outs can help mitigate the negative consequences associated with such situations.However,existing research fails to provide a theoretical explanation for the underlying reasons behind consumers'product-switching behavior following a stock-out,thereby offering limited support for businesses in developing more effective marketing strategies.Based on the theory of consumers'sense of control,this study examines the influence of out-of-stock experience on consumers'physical and experiential consumption decisions.Study 1 preliminarily explored the effect of out of stock on preference of individual physical products(VS.experiential products).Study la and 1b respectively explored the application of the resea

关 键 词：脱销 体验型产品 实物型产品 控制感 内外控人格 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]