Research On Consumer' Perceived Scarcity And Purchase Intention In Out-of-stock Context

As a marketing tool,Out-of-Stock is often used to attract consumers.Out-of-Stock can effectively induce consumers' perceived scarcity,increase consumers' sense of urgency,and thus improve consumers' purchase intention.However,in real scene,Out-of-Stock phenomenon often occurs in the promotion activities.Marketers use promotion activities to attract consumers and Out-of-Stock to force consumers to buy similar products.In this Out-of-Stock situation,consumers' psychology is complicated.Previous studies only focus on Out-of-Stock,did not study the promotion situation.In order to better control the marketing activities,it is necessary to explore the consumers' perception and behavior when Out-of-Stock occurs in the promotion activities.Therefore,the perceived scarcity and the purchase intention of the customers in Out-of-Stock context are the subject of this study.A series of hypotheses are validated by a prediction experiment and a main experiment.The predictive experiment aims to identify the two products in the main experiment are similar products.College students are main experiment subject.This paper designs a 2(Out-of-Stock: yes vs.no)× 2(promotion: yes vs.no)×need for cognitive closure situational simulation experiment.This paper mainly adopts questionnaire to collect data.The related scale is modified on the basis of previous research combined with the specific circumstances of this study.Finally,the data is analyzed by SPSS 20.0.The results of experiment show that Out-of-Stock will increase consumers' perceived scarcity of similar products and similar alternative purchase intention.Whereas,the effect of Consumer' perceived scarcity by Out-of-Stock is moderated by the promotion.In the promotion status,consumers' perceived scarcity of similar products will be weakened.Perceived scarcity is a moderated mediator when promotion impact similar alternative purchase intention in Out-of-Stock context.Consumers' individual characteristics influence consumer decision-making.What's more,the need of cognitive closure,out-of-stock and promotion interactions affect consumers' similar alternative purchase intention.