|
|||||
|
|
The process by which product availability triggers purchase |
|
| Authors: | Yael Steinhart David Mazursky Michael A. Kamins |
| Affiliation: | 1. Marketing Department at the Recanati Graduate School of Business, Tel-Aviv University, Tel-Aviv, Israel 4. Department of Marketing, University of Haifa, Jacobs Bldg. Mt. Carmel, Haifa, 31905, Israel 2. Marketing at the School of Business Administration, The Hebrew University of Jerusalem, Jerusalem, Israel 3. Marketing at the Harriman School of Business, Stony Brook University, New York, NY, USA |
| 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. |
| Keywords: | |
| 本文献已被 SpringerLink 等数据库收录！ | |