| Stockout is a problem that traditional and online retailing channel have to face.Stockout incurs cost to customers,meanwhile cost to stores and loss of customers.Although plenty of researches have investigated stockout in various aspects,there are still some issues need further investigation and discussion,based on marketing mix,such as stockout cause,subscription function etc.Before knowing the result of product availability,the influence of perceived product availability on customer purchasing behavior is a whole new research area.This paper builds lowest customer cost model and maximum utility model,conducts experiments and collects questionnaires to investigate the influence of stockout on customer purchasing behavior.The main research subjects and results are as follow:This study investigates the effect of key variables from prior studies and some specific Chinese contextual variables for online smart phone retailing on customer stockout responses.A theoretical framework and hypotheses are developed followed by an empirical study.The results show that acceptable alternatives,product importance,with contract,store loyalty,shopping attitude and living area have significant influence on customer stockout response.This study takes telephone as an example,investigates the influence of marketing mix element,subscription function and financial compensation on customer stockout response though two experiments.The empirical results indicate that subscription function significantly increases the possibility of deferment,which is further increased if financial compensation is supplied.As the magnitude of financial compensation increases,the days that consumer can wait increase,thus the possibility that consumer subscribe the stockout item increases.This study investigates the effect of marketing mix element,stockout cause and brand equity on customer preference in online retailing.The results reveal that for high brand equity products,whether stockout cause is excessive demand or short supply,consumer preference does not change significantly.For low brand equity products,consumer preference increases if stockout cause is excessive demand and does not change significantly if stockout cause is short supply.This study takes telephone as an example and collects data though online survey to investigate the influence of marketing mix element,price image and price sensitivity on decision satisfaction when stockout happens.Results of regression analysis indicate that price image is negatively related with decision satisfaction,price sensitivity is positively related with decision satisfaction,and decision satisfaction is positively related with behavior intention.The mediating effect of decision satisfaction between price image,price sensitivity and behavior intention is testified.This study focuses on the mediating influence of perceived product availability,including between promotion type and patronage intention,promotion type and required promotion benefit level,promotion type and negative emotion,promotion benefit level and patronage intention in limited-quantity promotion(LQP).Based on maximum consumer utility model,empirical results indicate patronage is positively related with perceived product availability.Required promotion benefit level is negatively related with product availability guarantee.Patronage intention is lower in LQP than in limited-time promotion(LTP).Perceived product availability fully mediates the effect of promotion type on patronage and partially mediates the effect of promotion type on required promotion benefit level.Negative emotion is more severe in LTP than in LQP when stockout happens.Perceived product availability mediates the effect of promotion type on negative emotion.Perceived product availability is negatively related with promotion benefit level and patronage intention is positively related with perceived product availability in LQP.Patronage intention is the highest when promotion benefit level is medium.The results of this paper cover the shortage of researches about the influence of stockout on consumer purchasing behavior,supplement important content of empirical evidence for consumer stockout response,provide new modeling methods and research perspectives,and make meaningful supplement for promotion.Those results are helpful for stores to accurately calculate stockout cost,accordingly choose stockout and replenishment strategies properly.They are also helpful for stores to understand variables influencing customer stockout response and their mechanisms so as to adopt more effective ways to manage stockout,lower consumers' cost,retain customers.Researches of the mediating influence of perceived product availability can be used to choose the appropriate promotion type and promotion benefit level. |
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