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通过两个实验研究了网络购物情境下产品缺货带来的积极影响。研究结果表明,在产品缺货的情况下,消费者会产生积极的情绪和购买态度,积极情绪对是否缺货和消费者购买态度之间的关系起到了中介作用;同时消费者对店铺的忠诚度对是否缺货和消费者积极情绪之间的关系有调节影响。此外,在产品缺货的应对策略中,预定策略优于到货通知策略和替代品推荐策略,而低价的替代品推荐策略优于高价替代品推荐策略。本研究的结论对网络店铺进行缺货应对有较好的启示和借鉴。
Two experiments were conducted to study the positive impact of out-of-stock products in online shopping scenarios. The results show that in the case of out-of-stock products, consumers will have positive emotions and purchasing attitudes. Positive emotions play an intermediary role in the relationship between out-of-stock and consumer purchasing attitudes. At the same time, consumer loyalty to the stores Degree has a regulatory impact on the relationship between out-of-stock and consumer positive emotions. In addition, the strategy of out-of-stock strategy is superior to the strategy of arrival notification and the strategy of substitute recommendation, while the strategy of low-cost alternatives is superior to the strategy of high-value alternatives. The conclusion of this study is a good inspiration and reference for out-of-stock response to online shops.