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一位想要订购鱼香肉丝盖饭作为午餐的消费者点开餐店的订餐网页后却发现该盖饭已售罄,此时,该消费者是会在该餐店内订购其他的盖饭(店内替代性购买),还是会选择去其他餐店另觅美食(商店转换)?本文通过4组实验发现,当消费者原本想要购买的商品脱销时(例如,上文中的鱼香肉丝盖饭售罄):更大的可得目标选择集(如,更多种类的在售的盖饭)可以提升消费者在店内发生替代性购买的意愿,此效应受到消费者感知选择自由和感知在余下目标选择集中重新挑选到适合产品的程度的共同中介;有趣的是,如果可得目标选择集较小(如,在售的盖饭种类较少),那么更大的可得相关非目标选择集(如,更多种类的在售的饮料、纸巾等)也可以提升消费者在店内发生替代性购买的意愿,此效应受到消费者感知选择自由的中介。文章还对这些发现的理论贡献、营销启示以及未来研究方向做出了讨论。
A consumer who wants to order fish-flavored pork minced rice as a lunch meal, after opening a restaurant’s ordering page, finds that the rice dumpling has been sold out. At this time, the consumer will order other rice in the restaurant (Alternative to in-store purchase), or will you go to another restaurant to look for food (store conversion)? This article uses four sets of experiments to find out when consumers originally want to buy goods out of stock (eg, Sold out): A larger set of available target selections (eg, more variety of on-the-go rice bowls) can enhance consumers’ willingness to make alternative purchases in stores that are perceived by consumers as free and perceived Interestingly, if there is a small set of available options (for example, there are fewer types of meals on the market), then the larger available relevant non-target Selection sets (eg, more types of on-the-go beverages, paper towels, etc.) can also enhance consumers’ willingness to make alternative purchases in the store, an effect mediated by the consumer’s perception of freedom of choice. The article also discusses the theoretical contributions to these findings, marketing implications, and future research directions.