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: This study intended to explore fundamental causes affecting consumers’ response actions from psychologicalfactors in the situation of sellout occurring during shopping in online fashion stores. In addition, this study devised a vir-tual online shop in order to measure consumers’ cognitive and emotional psychological responses they experienced whengoods were sold out. The subjects involved women in 20s~30s, major customers of online shopping, and the subjectswere randomly allocated to one of eight questionnaire forms (2(stockout size: high vs low)×2(product assortment sim-ilarity: similar vs. dissimilar)×2(restocking cue: included vs excluded)). The number of final data used for the analysis was336 and through SPSS 21.0 program, two-way ANOVA and bootstrap were utilized. The analysis result was that con-sumers’ psychological responses (emotions, psychological reactance) of online shops differed by means of varying stock-out situations. The stockout size had positive effect on psychological reactance and negative emotions. On the other hand,there was no difference in positive emotions (arousal) according to stockout size. In stockout situation of online fashionstore, the moderating effect of product assortment similarity and restocking cues were verified. According to the analysisresult, interaction effects between stockout size and restocking cues, product stockout size and product assortment forpsychological reactance were significant. Lastly, the mediation effect of psychological reactance and emotion betweenstockout size and behavioral response was tested. As a result, the moderated mediation effects of psychological reactancefor substitute were significant when product assortment was dissimilar and restocking cue was exclude.Key words : stockouts(), psychological reactance( ), emotion(), online shopping( )

Consumer Responses to Stockouts in Online Fashion Stores: Indicating Effects of Psychological Reactance and Emotion