We investigate how stock-outs influence decision satisfaction and repatronage intentions for online purchase situations and how these responses vary with disclosure time and justification wording. We manipulate the disclosure time of the products' unavailability (ex ante vs. ex post) and the justification given to consumers (firm-related vs. firm-unrelated). We find that, overall, stock-outs produce negative reactions, but that the main effects of timing and wording can sum up: ex ante, firm-related communication effectively offsets the damage caused by stock-outs. Retailers should employ real-time tracking to promptly inform consumers of product availability, and accept the responsibility for any outages. © 2013 New York University.
Pizzi G., Scarpi D. (2013). When out of stock products do backfire: managing disclosure time and justification wording. JOURNAL OF RETAILING, 89(3), 352-359 [10.1016/j.jretai.2012.12.003].
When out of stock products do backfire: managing disclosure time and justification wording
PIZZI, GABRIELE;SCARPI, DANIELE
2013
Abstract
We investigate how stock-outs influence decision satisfaction and repatronage intentions for online purchase situations and how these responses vary with disclosure time and justification wording. We manipulate the disclosure time of the products' unavailability (ex ante vs. ex post) and the justification given to consumers (firm-related vs. firm-unrelated). We find that, overall, stock-outs produce negative reactions, but that the main effects of timing and wording can sum up: ex ante, firm-related communication effectively offsets the damage caused by stock-outs. Retailers should employ real-time tracking to promptly inform consumers of product availability, and accept the responsibility for any outages. © 2013 New York University.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.