APJIS Asia Pacific Journal of Information Systems

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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

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Current Issue

Date June 2020
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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