Abstract:

Across 4 empirical experiments, it’s demonstrated that when the product consumers originally want to buy is out of stock, more available options that correspond target selection can enhance consumers’ intention to switch to alternative items, and this effect is mediated both by perceived choice freedom and by the perceived degree to which consumers can rediscover the suitable items from available target choice set; more interestingly, if available options that correspond target selection are too limited, more available options that don’t correspond target selection but are related to it, also enhance consumers’ intention to switch to alternative items, and this effect is mediated by perceived choice freedom. A discussion of theoretical contributions, practical implications and further research is included in the end of the paper.

Key words: Goods Consumers Originally Want to Buy, Out-of-Stock, Choice Set Size, Goods Consumers Originally Want to Buy, Out-of-Stock, Choice Set Size, Switching to Alternative Items