Out of Stock, Out of Mind : A Comparative Study of Out of Stock and Sold Out in Online Shopping
- 주제(키워드) Attribution theory , PAD , S-O-R framework , Out of stock , Sold out , Online shopping mall
- 발행기관 Ajou University
- 지도교수 Cheul Rhee
- 발행년도 2015
- 학위수여년월 2015. 2
- 학위명 석사
- 학과 및 전공 일반대학원 경영정보학과
- 실제URI http://www.dcollection.net/handler/ajou/000000018993
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Both marked ‘Out of Stock’ and ‘Sold out’ in online shopping outlets are used for unavailability. Product unavailability and consequent effects on consumers’ behaviors have been studied with great interest for practical purposes. However, there have been few studies mentioning out of stock and sold out in one paper. With the idea that consumers’ cognitive processes interpreting marked ‘Out of Stock’ and ‘Sold out’ may be different, in this paper, we hypothesized the differences of out of stock and sold out in the facets of consumers’ emotion, behaviors, and loyalty on the basis of S-O-R framework. In order to explore the differences, an experimental site was developed, on which the same products were categorized differently as out of stock or sold out. Consumers’ emotions, attitudes and intentions were measured after the experiment. After two weeks, an interview was conducted to ensure the results and to further find out consumers’ everyday behavior in relation to this topic. As results, males and females demonstrated differences in emotion, behavior, and loyalty, with the interaction effect of marked out of stock or sold out. Also, it was shown that the dimensions of emotions affect loyalty with different levels depending on which one was marked between ‘Out of Stock’ and ‘Sold Out.’ Based on our findings, strategic implications are discussed.
more목차
1. Introduction 1
2. Conceptual Background 3
2.1 Out-of-stock products 3
2.1.1 Consumers behavior when products are out of stock 3
2.1.2 Consumers Psychological Changes When Products are Out of Stock 6
2.2 Sold-out Products 8
2.3 Rationale behind the perceived cognitive difference between out of stock and sold out 9
2.4 S-O-R framework penetrating the current study 10
3. Research Hypothesis 13
4. Research Design 16
4.1 Experiment Design 16
4.1.1 Participants 16
4.1.2 Experimental task and design 18
4.2 An experimental method approach 19
4.2.1 Survey questionnaire and instrument validation 19
4.2.2 Interview 23
5. Result and Discussion 24
5.1 Different behavioral patterns 24
5.2 Different emotions and loyalties 27
5.3 The effect of unavailability on emotion and loyalty 30
6. Conclusion 33
7. References 35
