CAJ | 학술논문

已有研究大多关注脱销现象对企业和店铺产生的消极影响，而缺乏对脱销信息积极价值的探讨。产品产生脱销的诱因主要包括高需求和低供给，两种脱销诱因会传递不同的产品价值信号而对产品感知和未来购买产生重要影响。在不同脱销诱因的影响效应和品牌概念一致性理论的基础上，以学生和普通消费者为被试收集实验数据，采用方差分析方法进行实证检验。研究结果表明，产品脱销诱因显著影响产品的感知质量和感知独特性。由高需求（ vs 。低供给）造成的脱销更积极地影响感知质量，但仅针对功能性品牌；由低供给（ vs 。高需求）造成的脱销更积极地影响感知独特性。产品脱销诱因与品牌概念类型具有匹配效应，对于功能性品牌，高需求脱销比低供给脱销更积极地影响消费者对脱销产品的未来购买意向，而对于象征性品牌，高需求脱销比低供给脱销更消极地影响消费者的未来购买意向。
이유연구대다관주탈소현상대기업화점포산생적소겁영향，이결핍대탈소신식적겁개치적탐토。산품산생탈소적유인주요포괄고수구화저공급，량충탈소유인회전체불동적산품개치신호이대산품감지화미래구매산생중요영향。재불동탈소유인적영향효응화품패개념일치성이론적기출상，이학생화보통소비자위피시수집실험수거，채용방차분석방법진행실증검험。연구결과표명，산품탈소유인현저영향산품적감지질량화감지독특성。유고수구（ vs 。저공급）조성적탈소경적겁지영향감지질량，단부침대공능성품패；유저공급（ vs 。고수구）조성적탈소경적겁지영향감지독특성。산품탈소유인여품패개념류형구유필배효응，대우공능성품패，고수구탈소비저공급탈소경적겁지영향소비자대탈소산품적미래구매의향，이대우상정성품패，고수구탈소비저공급탈소경소겁지영향소비자적미래구매의향。
It has been mostly concerned about the negative impact of out-of-stock on enterprises and shops , and its positive impact is still unexplored .Based on the effects of out-of-stock and congruity theory on brand concept , the study collects experimental da-ta from students and consumers as participants and employs analysis of variance to test and revise hypotheses .The results indi-cate that causes of out-of-stock influence products′perceived quality and perceived uniqueness .For functional brands , out-of-stocks caused by high demand (vs.low supply) affect the perceived quality of product more positively , while for both functional and symbolic brands , out-of-stocks caused by low supply ( vs.high demand ) affect perceived uniqueness more positively .There is a match-up effect between causes of out-of-stock and brand concepts .As for functional brands , out-of-stocks caused by high demand (vs.low supply) result in higher consumers′purchase intention;as for symbolic brands, out-of-stocks caused by high demand ( vs.low supply ) lead to lower consumers′purchase intention .