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- Title
The process by which product availability triggers purchase.
- Authors
Steinhart, Yael; Mazursky, David; Kamins, Michael
- Abstract
Both product availability and lack of availability have the potential to trigger the intention to buy. The present research aims to identify the specific processes by which the latter situation of lack of availability drives purchase intention. The research demonstrates that, when lack of product availability is perceived positively, it influences purchase intentions via consumer involvement. However, when lack of product availability is perceived negatively, it influences purchase intentions via perceived feasibility, irrespective of consumer involvement. Two studies confirm the dual indirect effect of product availability on purchase intentions and its underlying processes.
- Subjects
COMMERCIAL products; PURCHASING; CONSUMER behavior; FEASIBILITY studies; MARKETING periodicals
- Publication
Marketing Letters, 2013, Vol 24, Issue 3, p217
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/s11002-013-9227-4