The behavioral responses to perceived scarcity - the case of fast fashion
The behavioral responses to perceived scarcity - the case of fast fashion
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DOI：
10.1080/09593969.2016.1147476
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发表时间：
2016-01-01
影响因子：
3.6
通讯作者：
Gentry, James W.
中科院分区：
文献类型：
--
作者：
Gupta, Shipra;Gentry, James W.
关于稀缺性的文献普遍考察了消费者对稀缺产品的态度，并表明稀缺性信息对稀缺物品的评价和态度有积极的影响。然而，文献在很大程度上未能解释消费者对人类控制的稀缺环境的感受或反应。本研究探讨了故意的产品稀缺如何影响消费者的行为反应，并了解消费者对营销人员战略性创造的稀缺条件的反应。这项研究的背景是快时尚零售商，因为众所周知，它们会造成人为造成的极度稀缺。我们对快时尚店经理、消费者和行业专家进行了 21 次面对面采访。此外，还进行了观察性研究，观察 10 家不同快时尚店的消费者购买行为。目的是（1）帮助受访者思考在商店内引起稀缺性的各种策略（从零售商的角度），（2）了解这些商店中的稀缺性（从消费者的角度），以及（3）消费者对这种故意操纵的反应。所有受访者都同意，快时尚店成功地制造了稀缺性，这既反映了有限的商品供应，也反映了零售商对商品供应的故意操纵。研究结果还表明，在这些感知到的稀缺条件下，消费者表现出购买行为，例如购买紧迫感，这进一步导致异常和竞争行为，例如店内囤积和店内隐藏。尽管在对商店经理和消费者的采访中，感知到的稀缺性、购买的紧迫性和店内囤积行为是一致的，但令人惊讶的是，店内隐藏行为的现象并没有出现在对商店经理的任何采访中，而是在大多数消费者采访中一致的主题。
The literature on scarcity has generally examined consumers' attitudes towards scarce products and suggested that scarcity messages have a positive effect on the evaluation of and attitude toward the scarce object. However, literature has largely failed to explain consumers' feelings or reactions to human-controlled scarce environments. This study examines how deliberate product scarcity influences the consumers' behavioral responses, and provides an understanding of consumers' reactions to conditions of scarcity that are strategically created by marketers. The context of this study is fast fashion retailers, as they are known to create extreme human-induced scarcity. We conducted 21 face-to-face interviews with fast fashion store managers, consumers, and an industry expert. Further, observational research was also conducted to observe the consumer buying behavior across 10 different fast fashion stores. The objectives were to (1) help the interviewees think about the various strategies adopted to induce scarcity within the stores (from retailer's perspective), (2) understanding of scarcity in these stores (from consumer's perspective), and (3) consumers' responses to such deliberate manipulations. All the interviewees agreed that fast fashion stores were successful in creating perceived scarcity which reflected both limited merchandise supply as well as deliberate manipulation of merchandise availability by the retailer. The findings also suggest that consumers in these perceived scarcity conditions exhibit buying behavior like urgency to buy, which further leads to deviant and competitive behaviorslike in-store hoarding and in-store hiding. Though perceived scarcity, urgency to buy, and in-store hoarding was consistent across the interviews with store managers and consumers, surprisingly, the phenomenon of in-store hiding behavior did not emerge from any of the interviews conducted with store managers, but was a consistent theme across most consumer interviews.