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Consumer response to online apparel stockouts
Author(s) -
Kim Minjeong,
Len Sharron J.
Publication year - 2011
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20383
Subject(s) - stockout , psychology , clothing , perception , decision process , stock (firearms) , marketing , business , archaeology , history , mechanical engineering , process management , neuroscience , engineering
In two online experiments this research investigated the process by which consumers respond to online apparel stock outages (or stockouts) and examined the effectiveness of managerial responses in mitigating the adverse impact of stockouts. Results of Experiment 1 demonstrated that negative emotions evoked by stockouts depressed perception of store image, lowered decision satisfaction, and reduced behavioral intent. In addition, the effect of negative emotion on behavioral intent was mediated by perception of store image and decision satisfaction. The results of Experiment 2 showed that financial compensation was most effective in mitigating the negative impact of out‐of‐stock occurrences on consumer responses. © 2011 Wiley Periodicals, Inc.