摘要
新产品经常因为脱销而让顾客被迫等待,其中等待时间会对顾客抱怨行为产生重要影响。然而,目前对该问题却严重缺乏关注和研究。本文基于心理所有权理论和焦虑情绪理论,通过构建有调节的双中介模型深入探查了新产品脱销等待时间影响顾客抱怨行为的内在机理与边界条件,并通过实验研究方法进行了实证检验。2个实验的研究结果显示:(1)新产品脱销等待时间会影响顾客抱怨行为,长时等待较之于短时等待更容易引起顾客抱怨;(2)心理所有权与心理焦虑感会共同中介新产品脱销等待时间对顾客抱怨行为的影响;(3)控制源会对心理所有权与心理焦虑感双中介效应起着调节作用,即内源控制更容易让心理所有权中介效应占优,而外源控制更容易让心理焦虑感中介效应占优。该研究结论不仅对于深化和完善产品脱销、等待时间感知和顾客抱怨行为等理论具有重要意义,而且对于厂商有效改善产品脱销管理、顾客理性看待新产品脱销和监管机构规范治理新产品脱销现象有重要的管理启示。
Customers are often forced to wait for new products temporarily unavailable due to their out-of-stock, which easily causes their complaining frequently, and among many influence factors, waiting time has an important impact on customers′ complaining. Unfortunately, however, though previous work has much research on both out-of-stock and customers′ complaining′ own influence factors, internal mechanisms, and moderating variables, and so on, as well as comes up with some theoretical explanations, such as concerning out-of-stock of new products with commodity theory, psychological reactance theory, anticipated regret theory, expectance-disconfirmation theory, persuasion knowledge theory and psychological ownership theory, and concerning waiting time with resource allocation theory, mental account theory, time discount theory, sunk-cost theory, uncertainty-decreased theory and cognitive reappraisal theory and so on, there are far lack of attention to and study on whether, how and when out-of-stock of new products influences consumers′ complaining, and it becomes increasingly salient and serious with the prevalence of new business models such as product presale, hunger marketing and live-streaming sales. To some extent, the presentence of this problem has impacted the completeness and practicality of such some theoretical systems as new products, waiting time perception and customer complaining.Based on both psychological ownership and anxiety emotion theories, by constructing a model of moderated dual mediation, the article deeply explored the internal mechanism and boundary condition underlying the effect of waiting time for new products of out-of-stock on customer complaining. Specifically, when customers face waiting time for some new products of out-of-stock(short waiting time vs. long waiting time), their influential procedure will undergo the joint impact of two mediators of psychological ownership and mental anxiety, namely the former will exert a negative mediation and the latter a positive mediation.
作者
刘建新
范秀成
郑军
LIU Jianxin;FAN Xiucheng;ZHENG Jun(College of Economics and Management,Southwest University,Chongqing 400715,China;School of Management,Fudan University,Shanghai 200433,China;College of Economics and Management,Yanbian University,Yanji 133002,China)
出处
《管理工程学报》
CSSCI
CSCD
北大核心
2023年第1期19-30,共12页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(71862033)
中国博士后科学基金特别资助项目(2020T130102)
中央高校基本业务费专项资助项目(SWU2109208)。
关键词
新产品脱销等待时间
心理所有权
心理焦虑感
控制源
顾客抱怨行为
Waiting time for out-of-stock new products
Psychological ownership
Mental anxiety
Locus of control
Customers′complaint behavior
