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现有研究单纯的关注脱销可能带来的负面情绪(沮丧等),或者仅仅聚焦这种虚位现象所诱发的吸引效应,脱销信息究竟会对相似品购买意愿产生积极还是消极的影响缺乏统一的结论。本研究认为,两者之间并不存在确定的正向或者负向关系,并提出了该影响机制的双中介路径模型和相关调节变量。研究表明:当呈现给消费者产品脱销信息时,相比没有脱销信息,消费者会体验到更强的感知稀缺性和心理抗拒;产品脱销(是vs.否)对消费者相似产品购买意愿影响的过程中,感知稀缺性和心理抗拒共同起到了中介作用,且感知稀缺性正向影响相似品购买意向,心理抗拒负向影响相似品购买意向;另外,心理抗拒在产品脱销对购买意向影响中的负向中介作用受到了认知资源占用水平的调节,心理抗拒是一个有调节的中介变量,而感知稀缺性的正向中介作用未受到认知资源占用水平的调节。
Existing studies simply focus on negative emotions (depression, etc.) that may result from out-of-stock or simply focus on the attracting effect induced by this phantom phenomenon. Whether the out-of-stock information will have a positive or negative impact on the willingness to purchase of similar products lacks unity in conclusion. This study argues that there is no definite positive or negative relationship between the two, and proposes the dual intermediary path model and related adjustment variables of the impact mechanism. Research shows that when presenting out-of-stock information to consumers, consumers experience greater perceived scarcity and psychological resistance than absence of out-of-stock information; and product out-of-stock (vs. vs.) impact consumers’ willingness to purchase similar products , The sense of scarcity and psychological resistance play an intermediary role together, and the sense of scarcity has a positive effect on the purchase intention of similar products, and the psychological resistance negatively affects the purchase intention of similar products. In addition, the psychological resistance is affected by the influence of the product out of stock on the purchase intention Is mediated by the level of occupancy of cognitive resources. Psychological resistance is a mediating mediator, and the positive mediating effect of perceived scarcity is not regulated by the occupancy level of cognitive resources.