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Effect of Out-of-Stock Information on Purchase Deferral of Similar Alternative: Based on Regret Theory

In: Liss 2013

Author

Listed:
  • Yan Li

    (Nankai University)

  • Dongjin Li

    (Nankai University)

Abstract

Out-of-stock alternative always appears in consumer’s decision context. Through three experiments, we found that presence of non-promoted out-of-stock alternative can increase anticipated inaction regret to purchase similar alternative, and then decrease the choice deferral of similar alternative. Compared to promoted out-of-stock alternative, non-promoted out-of-stock alternative can decrease the purchase deferral of similar alternative significantly, which is mediated by anticipated regret and valuation of similar alternative. The effect of out-of-stock situation type on purchase deferral of similar alternative can be moderated by planning degree of purchasing out-of-stock alternative.

Suggested Citation

  • Yan Li & Dongjin Li, 2015. "Effect of Out-of-Stock Information on Purchase Deferral of Similar Alternative: Based on Regret Theory," Springer Books, in: Runtong Zhang & Zhenji Zhang & Kecheng Liu & Juliang Zhang (ed.), Liss 2013, pages 59-65, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40660-7_8
    DOI: 10.1007/978-3-642-40660-7_8
    as

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