The process by which product availability triggers purchase

Yael Steinhart (), David Mazursky () and Michael Kamins ()

Marketing Letters, 2013, vol. 24, issue 3, 217-228

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

Keywords: Consumer involvement; Product availability; Purchase intention; Scarcity (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s11002-013-9227-4

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