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The process by which product availability triggers purchase

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  • Yael Steinhart
  • David Mazursky
  • Michael Kamins

Abstract

Both product availability and lack of availability have the potential to trigger the intention to buy. The present research aims to identify the specific processes by which the latter situation of lack of availability drives purchase intention. The research demonstrates that, when lack of product availability is perceived positively, it influences purchase intentions via consumer involvement. However, when lack of product availability is perceived negatively, it influences purchase intentions via perceived feasibility, irrespective of consumer involvement. Two studies confirm the dual indirect effect of product availability on purchase intentions and its underlying processes. Copyright Springer Science+Business Media New York 2013

Suggested Citation

  • Yael Steinhart & David Mazursky & Michael Kamins, 2013. "The process by which product availability triggers purchase," Marketing Letters, Springer, vol. 24(3), pages 217-228, September.
  • Handle: RePEc:kap:mktlet:v:24:y:2013:i:3:p:217-228
    DOI: 10.1007/s11002-013-9227-4
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    References listed on IDEAS

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    4. Kimiagari, Salman & Asadi Malafe, Neda Sharifi, 2021. "The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Samir Mili & Maria Bouhaddane, 2021. "Forecasting Global Developments and Challenges in Olive Oil Supply and Demand: A Delphi Survey from Spain," Agriculture, MDPI, vol. 11(3), pages 1-25, February.
    6. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Mohmmad H Alatawi, Fatmah, 2022. "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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