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基于成本理论、消费者求变行为理论等,以鞋类产品为例,通过对360名被试的情景模拟实验,研究了消费者的卷入度(高VS中VS低)、产品知识(高VS低)和性别(男VS女)三个变量对消费者缺货反应的影响。研究结果表明:第一,消费者卷入度和性别对缺货反应具有显著的主效应,且二者之间的交互效应也达到了显著性水平。第二,虽然消费者产品知识对消费者的缺货反应没有显著影响,但消费者产品知识与卷入度对缺货反应具有显著的交互作用。第三,消费者性别、产品知识和卷入度三者对消费者的缺货反应具有显著的交互作用。文章同时对鞋类产品制造商提出了基于消费者反应的缺货管理建议。
Based on cost theory and consumer behavior change theory, taking footwear products as an example, this paper studied 360 consumers’ involvement degree (VS vs VS low) and product knowledge (high VS low) and gender (male VS female) three variables on consumer out of stock response. The results show that: First, consumer involvement and gender have a significant main effect on out of stock response, and the interaction between the two has reached a significant level. Second, although consumer product knowledge has no significant effect on consumer out-of-stock response, consumer product knowledge and involvement have a significant interaction with out-of-stock response. Third, consumer gender, product knowledge and involvement have significant interactions with consumer out-of-stock responses. At the same time, the article puts forward suggestions for stock-outs management based on consumer reaction to the manufacturers of footwear products.