上海管理科学2017，Vol.39Issue(2)：28-32,5.
让脱销信息更具吸引力——基于消费者独特性需求的研究
Study on the the Method to Make Out-of-Stock Messages More Attractive-from the Perspective of Consumers' Need for Uniqueness
摘要
Abstract
Out-of-stock is a common phenomenon in the market, and an ever increasing number of marketers are attempting to attract consumers by spreading out-of-stock messages. However, most of the existing researches focus on the positive and negative effects of out-of-stock information on consumers' behavior, and there are still questions about how the consumers' own personality can affect their attitude toward out-of-stock messages. This paper studies the impact of causes of out-of-stock on consumers' scarcity perception and purchase decisions based on consumers' need for uniqueness. Specifically, when delivering low supply information,consumers with high need for uniqueness (vs. low need for uniqueness) have higher similar alternative purchase intention; and when delivering high demand information, consumers with low need for uniqueness (vs. high need for uniqueness) have higher similar alternative purchase intention. Also we confirm that consumers' perceived scarcity mediates this interaction effect.关键词
脱销诱因/消费者独特性需求/稀缺性感知/相似品购买Key words
causes of out-of-stock/consumers'need for uniqueness/perceived scarcity/similar alternative purchase intention分类
管理科学引用本文复制引用
施鑫展,王良燕..让脱销信息更具吸引力——基于消费者独特性需求的研究[J].上海管理科学,2017,39(2):28-32,5.基金项目
国家自然科学基金项目(71072059). （71072059）
