消费者对鞋类产品的缺货反应研究

摘要

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。%In this paper, based on the Cost Theory and Variety-Seeking-Behavior Theory, a scenario simulation experiment covering 360 consumers is made to study how the following three independent factors influence consumers＇ first response to stockouts： involvement （high vs medium vs low） x product knowledge （high vs low） x gender （male vs female）. The results show： （1） the degree of consumers＇ involvement and the gender of consumers significantly affect consumers＇ first response to stockouts, and the two factors have a significant interaction effect; （2） though the degree of consumers＇ product knowledge does not significantly affect consumers＇ response to stock- outs, the degree of consumers＇ product knowledge and involvement have a significant interaction effect on consumers＇ response to stockouts; （3） the consumers＇ product knowledge and involvement as well as gender have a significant interaction effect on consumers＇ response to stockouts. The paper also provides the footwear manufacturers with a suggested solution to stockouts management based on consumers＇ response to stockouts.