The Journal for Information Professionals
Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.
ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)
Editor : Seung Hyun Kim
Current Issue
Date | June 2020 |
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Vol. No. | Vol. 30 No. 2 |
DOI | https://doi.org/10.14329/apjis.2020.30.2.439 |
Page | 439~456 |
Title | Out-of-Stock versus Sold-Out: Consumers¡¯ Cognitive Processes Triggered by Unavailability Marks in Online Shopping Malls |
Author | Cheul Rhee, Wooseok Park |
Keyword | Sold-out, Out-of-stock, Online Retailers, Consumer Emotion, Attribution Theory |
Abstract | In online shopping, ¡°out-of-stock¡± and ¡°sold-out¡± are used to indicate product unavailability, and this unavailability and its effects on consumers¡¯ behaviors have been studied with great interest for practical purposes. However, few studies have specifically discussed out-of-stock and sold-out products in the same paper. We hypothesized that consumers might cognitively interpret items marked out-of-stock and sold-out differently, and in this paper, we studied these potential differences from the perspectives of consumers¡¯ emotions, behaviors, and loyalty based on the stimulus-organism-response framework. In order to explore the differences, we used a multi-method approach that consisted of experiments, surveys, and interviews. Specifically, we built an experimental website on which the same products were categorized as either out-of-stock or sold-out, and we measured the participants¡¯ emotions, attitudes, and intentions after the experiment. After two weeks, we conducted interviews to confirm our results and to learn more about consumers¡¯ everyday behavior. In the results, males and females demonstrated differences in emotion, behaviors, and loyalty with the interaction effects of an item¡¯s being marked out-of-stock versus sold-out. We found that the consumers demonstrated different levels of loyalty based on whether the item was marked out-of-stock or sold-out. We discuss the strategic implications of our findings. |
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