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Marketing Letters

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01.09.2013

The process by which product availability triggers purchase

verfasst von: Yael Steinhart, David Mazursky, Michael A. Kamins

Erschienen in: Marketing Letters | Ausgabe 3/2013

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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.

Vorheriger Artikel Brand personality: A meta-analytic review of antecedents and consequences

Nächster Artikel Sales contests versus quotas with imbalanced territories

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Titel: The process by which product availability triggers purchase
verfasst von: Yael Steinhart
David Mazursky
Michael A. Kamins
Publikationsdatum: 01.09.2013
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 3/2013
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-013-9227-4

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