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

Yan Li () and Dongjin Li ()
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Yan Li: Nankai University
Dongjin Li: Nankai University

A chapter in LISS 2013, 2015, pp 59-65 from Springer

Abstract: 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.

Keywords: Out-of-stock alternative; Anticipated regret; Choice deferral (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40660-7_8

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DOI: 10.1007/978-3-642-40660-7_8

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