Research On The Influence Of Out Of Stock To Online Purchase Consumers' Willingness Of Purchase Similar Products

Out of stock,as a marketing tool,is often used by merchants to attract consumers.Out-of-stock can effectively induce consumers' scarcity perception and increase consumers' purchasing urgency,thus increasing consumers' willingness to purchase.With the rapid development of the logistics industry,more and more consumers like shopping online because of its unique convenience.Online shop merchants have also begun to use out-of-stock to force consumers to buy similar products.For entering the marketing activities,it is very important to research the behaviors of consumers when they are out of stock products for promotional items.Therefore,how the customer's perceived scarcity and purchase intention of similar products in the out-of-stock situation becomes the subject of this research.This study will focus on the impact of out-of-stock on the willingness to purchase similar products for online shoppers,introduce product types as adjustment variables,and analyze whether consumers will b uy similar products in different product types under different out-of-stock attributions.Therefore,based on the previous research,this paper puts forward the research hypothesis,and uses the situational simulation experiment method to test the research hypothesis.The inportant experiment is to use the students as the experimental object,and adopt 3.(Out of stock attribution: high demand / low supply / no out of stock))× 2(product type: hedonic / practical)situation simulation experiment method based on the previous research combined with the specific situation of this study to form the measurement scale of this study,and Further form a corresponding questionnaire,collect data in the form of a questionnaire,and finally use SPSS21.0 to process and analyze the collected data.The research results show that when consumers receive out-of-stock information,there is no out-of-stock information,consumers will realize a stronger perceived scarcity;in the case of out-of-sale scenarios,high demand leads to products out of stock due to low supply.Out-of-stock products can cause consumers to have stronger perceived scarcity;the higher the perceived scarcity,the higher the willingness to purchase similar products;the perceived scarcity plays a part in mediating;the interaction between out-of-stock attribution and product type has a perceived scarcity.Significant positive impact;for hedonic goods,compared with products caused by low supply,the out-of-stock products caused by high demand will positively affect consumers' willingness to purchase similar products.