摘要
在网络购物环境下,消费者遭遇促销产品缺货时引发的心理抵制和继而导致的消费行为倾向值得研究。在相关心理学和营销学理论的基础上,考察了心理抵制对消费者面临促销产品缺货后行为倾向的重要影响。通过情景模拟研究发现,当产品处于缺货状态,消费者根据"缺货"的归因不同,将产生不同的心理抵制水平;较强的心理抵制水平将导致消费倾向朝不利于商家的方向转移(转换店铺甚至下次不再光临),从而对商家带来损失;缺货归因对心理抵制水平的影响随着产品是否促销有显著差异。商家可通过提供替代品促销和到货通知服务的方式降低消费者的心理抵制水平。
This paper mainly studies consumers ~ psychological reactance and different behavioral tendency confronted with the context that the promotion product online is out of stock. Based on relevant psychology and marketing theory, we explore the impact of psychological reactance on consumer＇s behavioral tendency. The findings of experiments show that, when the product is out of stock, the level of psychological reactance is determined by the attribution of stock out. The higher the psychological reactance is, the worse the shopper has to be faced with the tendency that consumer will switch to the competitor~ whether the out of stock product is in promotion will play a median effect; Last but not least, the shoppers can use substitute product to be promoted and offer arrival notice as several efficient ways to lower consumers~ psychological reactance level as well as to lead consumers not switch to the competitors.
出处
《统计与信息论坛》
CSSCI
2014年第1期106-112,共7页
Journal of Statistics and Information
基金
国家自然科学基金项目<考虑消费者策略行为的多代高科技易逝品收益管理研究>(71202175)
关键词
缺货
促销
心理抵制
行为倾向
out of stock promotion psychological reactance consumers behavioral tendency
