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Consumer response to stockouts in online apparel shopping

Kim, Mijeong
http://rave.ohiolink.edu/etdc/view?acc_num=osu1087483690

Abstract Details

2004, Doctor of Philosophy, Ohio State University, Textiles and Clothing.
The primary goal of this research was to investigate how consumers respond to stockouts from the perspective of discrepancy-evaluation theory of emotion. This research consists of two studies employing a randomized experiment using a mock website simulating online apparel shopping. In a 2 (timing of notification about stockout: before or after) x 2 (item preference: not preferred or preferred) x 2 (frequency of stockout: once or twice) complete between-subjects factorial design, Study 1 examined: (1) the effects of timing, preference, and frequency of stockouts on negative emotion, (2) structural relationships among negative emotion, store image, decision satisfaction, and behavioral intent, and (3) the moderating role of timing, preference, and frequency on the process by which stockouts influence consumer response. Female college students (N=820) participated in the simulated online apparel shopping experiment for Study 1, in which they experienced a different level of stockouts as a function of timing, preference, and frequency of stockouts. In a one factor (managerial response) between-subjects design with four levels (standard, substitute, backorder, or financial response), Study 2 explored the effect of four retail management responses on consumer responses to stockouts. Female college students (N=234) participated in another simulated online shopping experiment for Study 2, in which they received one of the four managerial responses. The findings from Study 1 revealed: (1) main effects for timing, preference, and frequency on negative emotion; (2) three two-way interaction effects for timing, preference, and frequency on negative emotion; (3) the effects of negative emotion on perception of store image, decision satisfaction, and behavioral intent; (4) the effect of negative emotion on behavioral intent mediated by perceptions of store image and decision satisfaction; (5) the varied relationship between store image and behavioral intent as a function of timing, preference, and frequency; and (6) the varied relationship between negative emotion and store image, store image and behavioral intent, and decision satisfaction and behavioral intent as a function of three two-way interactions among timing, preference, and frequency. The findings from Study 2 showed the effect of managerial response on negative emotion, perceptions of store image, and behavioral intent.
Sharron Lennon (Advisor)
255 p.
stockouts; online retailing; apparel shopping

Recommended Citations

Citations

  • Kim, M. (2004). Consumer response to stockouts in online apparel shopping [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1087483690

    APA Style (7th edition)

  • Kim, Mijeong. Consumer response to stockouts in online apparel shopping. 2004. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1087483690.

    MLA Style (8th edition)

  • Kim, Mijeong. "Consumer response to stockouts in online apparel shopping." Doctoral dissertation, Ohio State University, 2004. http://rave.ohiolink.edu/etdc/view?acc_num=osu1087483690

    Chicago Manual of Style (17th edition)

osu1087483690
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© 2004, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.