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新产品经常因为促销而脱销，并进而会影响消费者对相似品推荐的反应，但目前对该现象的关注和研究却严重不足。基于损失厌恶理论和控制幻觉理论，文章通过构建有调节的双中介模型深入探寻了新产品促销性脱销影响消费者相似品推荐反应的内在机理与边界条件，并通过采用招募大学生被试进行实验的方法进行了实证检验。通过两个实验，研究结果表明：(1)新产品促销性脱销确实会影响消费者对相似品推荐的反应，折价脱销较之于正价脱销他们有更消极的相似品推荐反应；(2)损失厌恶与控制幻觉会共同中介新产品促销性脱销对消费者相似品推荐反应的影响，其中损失厌恶起着消极中介效应，而控制幻觉起着积极中介效应；(3)消费者的交易倾向会调节损失厌恶与控制幻觉的双中介效应，高交易倾向更容易让损失厌恶中介效应占优，而低交易倾向更容易让控制幻觉中介效应占优。文章结论不仅对深化与完善新产品脱销、损失厌恶和控制幻觉等理论具有重要意义，而且对于指导和改善厂商正确操作脱销营销、消费者理性消费和监管机构规范经营等具有重要的管理启示。
Abstract：New products are often out of stock due to promotions, which in turn influences consumer's response to recommendations of similar alternatives, but to date, there is little research on this phenomenon. Based on both loss aversion theory and illusion of control theory, we constructed a model of moderated dual mediators and deeply explored both underlying mechanism and boundary conditions of the impact of promotional out-of-stock of new products on consumer's response to recommendation of similar alternatives, and moreover we use experimental method with undergraduate students as subjects. The experiment results suggested that (1) out-of-stock of new products did influence consumer's response to recommendation of similar alternatives, and out-of-stock with discounted price gave rise to consumer's more negative response to recommendation of similar alternatives than that with regular price,(2) aversion of loss and illusion of control together mediated their impacts, namely the former would exert negative mediation but the latter positive mediation, and (3) consumers' deal proneness would moderate dual mediation of the aversion of loss and illusion of control, specifically high deal proneness more easily led to the former mediation dominant but low deal proneness more easily led to the latter mediation dominant. These findings are significant in the studies of theories such as out-of-stock of new products theory,aversion of loss and illusion of control theory. They also have important managerial implication for businesses' appropriate out-ofstock marketing, consumers' rational consumption and regulators ' supervision and administration.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2023.01.003
中图分类号:F274;F713.55
引用信息:
[1]刘建新,范秀成,晋向东.促销之爱，焉能替代?新产品促销性脱销对消费者相似品推荐反应的影响研究[J].商业经济与管理,2023,No.375(01):26-43.DOI:10.14134/j.cnki.cn33-1336/f.2023.01.003.
基金信息:
国家自然科学基金资助项目“强势品牌广告竞争对同行业弱势品牌的溢出效应研究”(71972082); 重庆市自然科学基金面上项目“消费选择虚位诱导效应的生理影响与神经反应研究”(cstc2021jcyj-msxmX1067); 西南大学中央高校科研基本业务费专项重点资助项目“消费者反消费行为研究：内在机理、边界条件与干预策略”(SWU2109309)
2023-01-15
2023-01-15