CONSUMER RESPONSE TO RETAIL STOCKOUTS
研究了消费者面对零售缺货时的三种反应（换购、推迟购买或离开），发现缺货体验不影响对商店其他方面的看法，且价格感知和惊讶程度是影响推迟或离开行为的关键因素。
Understanding consumer reaction to stockouts is a key step in measuring the cost of a stockout, which remains one of the fundamental concepts in logistics that still lacks a usable measure. Accordingly, the goal of this research is to explore how consumers react to a retail stockout. Three types of reactions were considered: substitution of the item sought, delaying the purchase or leaving the store. Results show that consumers are apparently able to insulate a recent stockout experience from their perception of other dimensions of a store's image. In addition, a multinomial logit modeling approach is used to show that (1) no significant results were found linking demographic variables to consumer response, (2) the greatest impact on the Delay and Leave behaviors is concentrated on two variables (perception that the store offers good prices and consumer surprise with the stockout) and (3) situational variables are predominant among correlates of consumer response behavior.