眼见为实:线下零售商是否应该利用货架上的稀缺性来销售产品?

IF 2.7 Q2 BUSINESS
Madhumitha Ezhil Kumar, S. Pandey, Dheeraj Sharma, H. Rathore
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引用次数: 0

摘要

目的本研究旨在检验两个与产品相关的变量——产品类型和产品参与——对货架稀缺性(SBS)和购买意愿之间关系的调节作用。设计/方法论/方法作者使用了四个2 × 2个受试者之间的实验来测试所提出的适度性。四项实验研究的结果提供了以下见解。SBS增强了客户对实用产品的购买意愿,降低了对享乐产品的购买意图。SBS线索对低参与度产品的购买意愿的积极影响比高参与度产品更为明显。感知受欢迎程度和感知质量介导SBS与功利主义产品的感知消费风险之间的关系,而不是享乐产品。研究局限性/含义本研究建立在先前对稀缺性的研究基础上,通过阐述可能性模型调查产品相关因素对SBS购买意向关系的影响。实际含义研究结果表明,零售商受益于对实用性和低参与度产品使用SBS提示来提高购买意愿。零售商可以避免对享乐产品的SBS暗示,以防止它们看起来司空见惯。此外,零售商可以通过强调实用性和低参与度产品的受欢迎程度和质量来提高购买意愿。创意/价值据作者所知,这是第一项研究SBS与产品相关属性之间的互动,以及感知受欢迎程度、质量和消费风险的系列中介。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Seeing is buying: should offline retailers use shelf-based scarcity to sell products?
Purpose This study aims to examine the moderating role of two product-related variables – product type and product involvement on the relationship between shelf-based scarcity (SBS) and purchase intention. Design/methodology/approach The authors used four 2 × 2 between-subject experiments to test the proposed moderation. Findings Results from the four experimental studies provide the following insights. SBS enhances customers’ purchase intentions for utilitarian products and decreases purchase intentions for hedonic products. The positive influence of SBS cues on purchase intentions is more pronounced for low-involvement products than for high-involvement products. Perceived popularity and perceived quality mediate the relationship between SBS and perceived consumption risk for utilitarian products but not hedonic products. Research limitations/implications This study builds on prior research on scarcity by investigating the impact of product-related factors on the SBS-purchase intention relationship through the elaboration likelihood model. Practical implications The results suggest that retailers benefit from using SBS cues for utilitarian and low-involvement products to increase purchase intention. Retailers can avoid SBS cues for hedonic products to prevent them from seeming commonplace. Furthermore, retailers can boost purchase intentions by highlighting the popularity and quality of utilitarian and low-involvement products. Originality/value To the best of the authors knowledge, this is the first study to examine the interaction between SBS and product-related attributes, along with the serial mediation of perceived popularity, quality and consumption risk.
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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