| Summary: | 碩士 === 中興大學 === 行銷學系所 === 99 === Past research examined how consumers response to product unavailability in stockout situation. However, consumers often face the presence of soldout products in the decision context. The current paper demonstrates that the presence of soldout products can reduce the incidence of the choice deferral because soldout products can create a sense of immediacy for consumers to purchase available options. But in certain circumstances the presence of soldout products may fail to expedite consumers’ purchases.
Toward this end, this paper examines some conditions when the immediacy effect might be more or less operative, such as product picture, planned purchase, and unplanned purchase. Two experiments were used to test our predictions and the arrangement for the factorial design.
In study one, a 2 (the presence of a soldout product: yes vs. no) by 2 (the presence of a product picture: yes vs. no) between-subject factorial design was used to test our predictions. The GZLM results show that: when consumers face the presence of a soldout product in the decision context, (1) they will purchase the the available option rather than defer the decision; (2) the presence of a product picture does not exert an influence on the choices made by consumers. We also found when the presence of a product picture in the decision context, consumer will have higher satisfaction with retailer than the absence of a product picture in the decision context.
In study two, a 2 (the presence of a soldout product: yes vs. no) by 2 (buying behavior: unplanned vs. planned) between-subject factorial design was used to test our predictions. The GZLM results show that: when consumers face the presence of a soldout product in the decision context, (1) buying behavior will affect consumer choice, the immediacy effect can be “turned off” when consumer in the planned condition
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