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.
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Li, Y., Li, D. (2015). Effect of Out-of-Stock Information on Purchase Deferral of Similar Alternative: Based on Regret Theory. In: Zhang, R., Zhang, Z., Liu, K., Zhang, J. (eds) LISS 2013. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-40660-7_8
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DOI: https://doi.org/10.1007/978-3-642-40660-7_8
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