管理评论

›› 2020, Vol. 32 ›› Issue (2): 184-196.

• 市场营销 • 上一篇    下一篇

新产品脱销对消费者加价支付意愿的影响——基于心理所有权与相对剥夺感双中介模型

刘建新1, 李东进2, 李研3   

  1. 1. 西南大学经济管理学院, 重庆 400715;
    2. 南开大学商学院, 天津 300071;
    3. 首都经济贸易大学工商管理学院, 北京 100070
  • 收稿日期:2017-05-15 出版日期:2020-02-29 发布日期:2020-03-07
  • 通讯作者: 李研(通讯作者),首都经济贸易大学工商管理学院副教授,博士
  • 作者简介:刘建新,西南大学经济管理学院副教授,博士;李东进,南开大学商学院教授,博士生导师,博士。
  • 基金资助:

    国家自然科学基金项目（71772092；71572107；71602125；71502120）；教育部人文社会科学基金项目（18YJC630096）；重庆市社会科学基金项目（2018YBGL067）；中国博士后基金资助项目（2018M640347）；中央高校基本科研业务费资助项目（SWU1909309）。

The Influence of Out-of-Stock of New Products on Consumers' Willingness to Pay Price Premium: Based on the Mediating Effect of Psychological Ownership and Relative Deprivation

Liu Jianxin1, Li Dongjin2, Li Yan3   

  1. 1. School of Economics and Management, Southwest University, Chongqing 400715;
    2. Business School, Nankai University, Tianjin 300071;
    3. College of Business Administration, Capital University of Economics and Business, Beijing 100070
  • Received:2017-05-15 Online:2020-02-29 Published:2020-03-07

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摘要：

新产品脱销时有发生，不仅会给厂商带来直接损失或错失销售机会，而且会降低消费者满意和增强消费者转换。面对新产品脱销，许多厂商为了增加收益，通过要求消费者加价支付获得新产品，引起了广泛的争议，但该现象并未得到有效的学术研究。观察和研究发现，面对脱销新产品，消费者既会产生心理所有权，从而增强消费者的加价支付意愿；也会产生相对剥夺感，从而会降低消费者的加价支付意愿。经过2个实验，本文研究发现：（1）新产品脱销会影响消费者的加价支付意愿，而且供应性新产品脱销较之于需求性新产品脱销更能增强消费者的加价支付意愿；（2）心理所有权与相对剥夺感会共同中介新产品脱销对消费者加价支付意愿的影响；（3）自我建构会对心理所有权与相对剥夺感的共同中介效应产生调节作用，并会对前者产生匹配效应，而对后者则不会产生。该研究结论对深化与拓展产品脱销理论、心理所有权理论和相对剥夺感理论等有重要的理论意义，而且对指导厂商正确操作新产品营销、帮助消费者理性看待或消费脱销新产品和行业监管机构规范治理脱销营销有重要的管理启示。

关键词: 新产品脱销, 心理所有权, 相对剥夺感, 自我建构, 加价支付意愿

Abstract:

Nowadays, out-of-stock of new products happens occasionally, as a result of which, not only vendors suffer direct loss or miss potential sale opportunities, but also consumer's may become less satisfied or turn to alternative products. When their new products are out of stock, many vendors raise the selling price to gain a higher return. This behavior is widely controversial, but has been effectively explored in the academic world. The relevant observations and researches show that out-of-stock of new products has two effects on consumers:one is psychological ownership, which entices consumers to pay premium, and the other is relative deprivation, which disincline consumers from paying premium. Through two experiments, the study finds that (1) out-of-stock of new products will influence consumers' willingness to pay premium, and this is more true of supplied new products than demanded new products, (2) psychological ownership and relative deprivation jointly mediate the influence of out-of-stock of new products on consumers' willingness to pay premium, and (3)self-construal will moderate the joint mediating effect of psychological ownership and relative deprivation, and moreover it will have a matching effect on psychological ownership but not on relative deprivation. These conclusions' not only contribute to new product out-of-stock theory, psychological ownership theory and relative deprivation theory, but also have important implications for direct businesses to carry out new product marketing, for consumers to rationally tread out-of-stock new products and for regulatory bodies to keep out-of-stock marketing behaviors under a reasonable framework.

Key words: out-of-stock of new products, psychological ownership, relative deprivation, self-construal, consumers' willingness to pay price premium