脱销之告,涨价之音?新产品脱销通知的消费者价格判断效应  

Does Out⁃of⁃Stock Announcement Signal a Potential Price Rise?The Effect of Announced New Products out of Stock on Consumers’Price Judgement

作　　者：刘建新[1,2] 范秀成 李希[3] Liu Jianxin;Fan Xiucheng;Li Xi(College of Economics and Management,Southwest University,Chongqing 400715;School of Management,Fudan University,Shanghai 200433;College of Management,Shenzhen University,Shenzhen 518060)

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]深圳大学管理学院,深圳518060

出　　处：《管理评论》2024年第12期171-182,共12页Management Review

基　　金：重庆市自然科学基金项目(cstc2021jcjymsxmX1067);重庆市社会科学基金规划项目(2022NDYB64);西南大学研究阐释党的二十届三中全会精神专项项目(SWU250348);西南大学校级教改重点项目(2022JY002)。

摘　　要：新产品脱销经常被厂商通知框架为“缺货”或者“售罄”,虽然都会导致消费者暂时不可得,但会对他们的信息加工和价格判断产生不同的影响。然而,此方面的研究目前还相对较为稀缺。本文以信息加工理论与保护动机理论为理论基础,通过构建有调节的双中介模型,深入探寻了新产品脱销通知对消费者价格判断的影响及其内在机制,并采用了实验法和调查法开展实证研究。研究结果表明:①新产品脱销通知对消费者的价格判断存在影响,售罄型脱销通知相较于缺货型脱销通知而言更容易让消费者判断价格上涨;②感知稀缺性与感知策略性会共同中介新产品脱销通知对消费者价格判断的影响;③消费者说服知识会调节感知稀缺性与感知策略性的共同中介效应,即低说服知识更容易让感知稀缺性中介效应占优,而高说服知识则更容易让感知策略性中介效应占优。以上研究结论不仅有助于深化和完善新产品脱销、保护动机和说服知识等理论,且可以为厂商定价、消费者合理决策和监管机构调控治理等提供重要的实践指导。Out⁃of⁃stock new products are often labeled as“stockout”or“soldout”in manufacturers’announcement.Both of the labels mean that the products are not available for the time being,but they have different effects on consumer’s information processing and price judgement.However,few of the existing researches probe into this issue.Based on Information Processing Theory(IPT)and Pro⁃tection Motivation Theory(PMT),this paper constructs a moderated dual⁃mediator model to explore whether,how and when the an⁃nouncement of out⁃of⁃stock new products has an impact on consumers’price judgement,and the findings are empirically tested using lab⁃experimental method and survey method.It is concluded that(1)the announcement of out⁃of⁃stock new products indeed influences consumers’price judgement and“soldout”announcement is more likely to make consumers expect a price rise than“stockout”an⁃nouncement;(2)perceived scarcity and perceived tactics jointly mediate the effect of out⁃of⁃stock announcement on consumers’price judgement;(3)consumers’persuasion knowledge would moderate the joint mediating effect of perceived scarcity and perceived tactics.Specifically,low persuasion knowledge is more likely to make perceived scarcity play a dominant mediating effect and high persuasion knowledge is more likely to make perceived tactics play a dominant mediating effect.The above conclusions not only extend and enrich the theories regarding out⁃of⁃stock new product,protection motivation and persuasion knowledge,but also provide an important practical guide for manufacturers to set prices,for consumers to make rational decisions and for regulators to fine⁃tune regulatory governance.

关 键 词：新产品脱销通知 感知稀缺性 感知策略性 说服知识 消费者价格判断 

分 类 号：F42[经济管理—产业经济]