促销之名,推销之实? 新产品促销性脱销的消费者相似品推荐反应  

Are Horse Steaks Sold as Beef Steaks:An Impact of Out-of-Stock of Promoted New Products on Consumer Response to Recommendations of Similar Alternatives

作　　者：刘建新[1,2] 范秀成 李东进[4] Liu Jianxin;Fan Xiucheng;Li Dongjin(Colleage of Economics and Management,Southwest University;School of Management,Fudan University;Business School,Nankai University)

机构地区：[1]西南大学经济管理学院工商管理系 [2]复旦大学管理学院 [3]复旦大学管理学院市场营销系 [4]南开大学商学院

出　　处：《南开管理评论》2024年第8期123-134,共12页Nankai Business Review

基　　金：重庆市自然科学基金项目(cstc2021jcjymsxmX1067);重庆市社会科学规划项目(2022NDYB64);西南大学研究阐释党的二十届三中全会精神专项项目(SWU20250348)资助。

摘　　要：通过各种各样的促销手段促进新产品的动销与扩散已成为全球众多厂商惯用的营销策略,但促销也经常会导致新产品出现难以预料的脱销,为此厂商会积极给消费者推荐相似品。然而,现有研究却对此鲜有关注。基于信息加工理论(质量推断理论)与保护动机理论(诱导转向理论),本文通过构建一个有调节的双中介模型深入探究新产品促销性脱销是否、如何以及何时会影响消费者相似品推荐反应,并通过实验法对其进行了实证检验。研究结果表明:(1)新产品促销性脱销并不一定会产生“相似品替代效应”,而是会消极影响消费者相似品推荐反应,并且折扣性脱销较之于赠礼性脱销的影响更大;(2)质量推断与诱导转向会共同完全中介新产品促销性脱销对消费者相似品推荐反应的影响;(3)消费者的认知需求会对质量推断与诱导转向双中介效应发挥重要的调节作用。本文研究结论不仅能有效促进新产品脱销理论、销售促销理论、虚位诱导效应等理论体系的丰富和完善,而且对于厂商、消费者和监管机构等也有重要的管理启示。Since it has become a common marketing strategy used by many global manufacturers or retailers to promotion new products’dynamic sales and diffusion through all kinds of promotion tools,they also usually bring about the phenomenon of out-of-stock of new products,which in turn has an important impact on consumers’cognitive valuation and purchase making-decision.At present,there have been many work on promotion and out-of-stock respectively,but still are scant of attention to and research on how out-of-stock of promoted new products impacts consumer response to recommendation of similar alternatives.Their deficiency or absence has not only an adverse influence on richness and integrity of such theoretical systems as product promotion,out-of-stock of new products,and phantom-induced effect,but also to some extent to which gives rise to some negative effects on business’new product marketing,consumers’response to out-of-stock and regulators’normative governance etc.Based on both information processing theory(e.g.quality inference theory)and protection motivation theory(e.g.bait and switch theory),this article constructs a moderated dual-mediation model to deeply explore whether,how and when out-of-stock of promoted new products impacts consumer response to recommendation of similar alternatives and moreover conducts empirical tests through experiments method.Experiment 1 used Philips mini power bank as experimental goods to test the direct and mediation effects of out-of-stock of new products on consumer response to recommendation of similar alternatives,as well as further to confirm their robustness through recruiting the candidates of Master of Business Administration(MBA)as experimental subjects.Experiment 2 used Midea sweeping robot as experimental goods to further test the moderation effect of consumer need for cognition on the dual-mediation mechanism underlying the impact of out-of-stock of promoted new product on consumer response to recommendation of similar alternatives.The statistical methods or

关 键 词：新产品促销性脱销 质量推断 诱导转向 认知需求 消费者相似品推荐反应 

分 类 号：F274[经济管理—企业管理]