Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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The Effect of Cognitive Response on Behavioral Response of Consumers to Sold Out Products On-line Shopping Malls

인터넷 쇼핑몰 품절 경험 후 인지적 반응이 행동적 반응에 미치는 영향

  • Kim, Joo Hyun (Dept. of Clothing & Textile, Pusan National University) ;
  • Lee, Jin Hwa (Dept. of Clothing & Textile, Pusan National University)
  • Received : 2016.02.19
  • Accepted : 2016.06.14
  • Published : 2016.06.30
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Abstract

The purpose of this study is to examine the cognitive responses and the corresponding behavior responses of consumers who have experiences in not being able to buy a product in an online shopping mall due to it being sold-out. Responses were gathered from 526 consumers between the ages of 20 to 40 years residing in a metropolitan area. Each person surveyed had experienced a situation in which a product that they wanted to purchase from an online shopping mall was sold-out. SPSS 18.0 was used to perform frequency analysis, factor analysis, reliability analysis, and regression analysis. The first set of results of this study showed positive responses of quality, discernment, scarcity, but also negative cognitive responses of careless management, manipulation of shopping mall management, and common taste. In negative cognitive responses, sold-out situations caused consumers inconvenience. The second set of results revealed that quality, discernment, and careless management had a significant effect on product replacement (Substitute, S); likewise, factors such as quality, discernment, careless management, manipulation by shopping mall designers, and common taste had a significant effect on the delay of purchasing decisions (Delay, D). Scarcity, careless management, manipulation by shopping mall designers, and common taste also demonstrated significant influence on the incomplete leaving of stores (Incomplete Leave, L1), while discernment, scarcity, careless management, manipulation by shopping mall designers, and common taste had a significant influence on the complete leaving of stores (Complete Leave, L2). Previous studies have examined the behavioral response topics of substitute, delay, and leave. These study results suggest that product sellouts at online shopping malls did not have a solely negative effect on consumers. It actually had a positive effect in terms of discernment, scarcity, and the perception of quality of sold-out products. Furthermore, both positive and negative cognitive responses had various effects on behavioral responses.

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References

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