资源竞争视角下产品虚位地积极稀缺效应研究.pdfVIP

2013 年JMS 中国营销科学博士生学术论坛参选论文 资源竞争视角下产品虚位的积极稀缺效应研究 李 研1 李东进2 摘 要：消费者在进行购买决策时常注意到一些当时不能选择的产品信息，例如产品脱销、 服务预订爆满、排号购买。产品虚位的不可得属性由于传递了稀缺信号从而积极影响了消费 者对虚位产品的评价。本文通过三个实验证实了，启动消费者的竞争性思维模式可以显著提 高消费者对暂时不可得的虚位产品的评价。在启动竞争性思维模式影响消费者虚位产品评价 的过程中，虚位竞争意愿起到了中介作用。此外，消费者决策环境中不存在企业故意制造虚 位的消极信息是上述过程的边界条件，当消费者获得有关企业故意制造虚位的消极信息后， 启动竞争性思维模式将无法显著提高消费者对虚位产品的评价。 关键词：资源竞争；竞争性思维模式；产品虚位；稀缺效应 Positive Scarcity Effect of Product Phantom from the Perspective of Resource Competition LI Yan LI Dongjin Abstract: Consumers always notice some information of products which are unavailable when they are making purchase decisions. For example, out-of-stock, fully booked services, queue for shopping. The unavailable attribute of product phantom can positively influence consumers’ product evaluation by signaling scarcity. Based on three experiments, this paper finds that priming competitive mindset can increase consumers’ evaluation of temporarily unavailable product phantom significantly. The competition willingness of phantom mediates the relationship between priming competitive mindset and phantom product evaluation. Moreover, no negative information that companies make phantoms deliberately is the boundary condition of the main effect above. When consumers get the negative information that companies make phantoms on purpose, priming competitive mindset no longer has a positive influence on phantom product evaluation significantly. Key words: resource competition; competitive mindset; product phantom; scarcity effect 1 李研，南开大学商学院企业管理专业博士研究生，研究方向为市场营销、消费者行为，联系方式： liyan_nankai@ 2 李东进，南开大学商学院市场营销系教授、博导、系主任，联系方式：djli1280@163.com 2013 年JMS 中国营销科学博士生学术论坛参选论文 资源竞争视角下产品虚位的积极稀缺效应研究 摘 要：消费者在进行购买决策时常注意到一些当时不能选择的产品信息，例如产品脱销、 服务预订爆满、排号购买。产品虚位的不可得属性由于传递了稀缺信号从而积极影响了消费 者