Do You Donate the Out-of-Stock Legacy?The Effect of New Products'Out-of-Stock Experience on Consumer's Willingness to Donate
With the growing prevalence of new business models such as product pre-sales,live streaming and shopping carnivals,new products being sold out of stock are becoming increasingly common.The extant work mainly focuses on out-of-stock inducements,spillover effects and interventions and their related theoretical explanations include commodity theory,psychological reactance theo-ry and regret theory,etc.However,there is a serious lack of attention and research on the disposal effect,that is,whether new prod-ucts'out-of-stock experience affects consumers'willingness to donate.Accordingly,this not only affects the integrity of theoretical systems on new products being out of stock,used goods'disposal,and cause-related marketing,but also affects consumers'disposal of goods,manufacturers'operation of products,charities'effective fundraising,and regulatory agencies'normative governance to some extent,etc.Based on both psychological ownership theory and moral elevation theory,this paper constructs a moderated dual-mediation model to explore the internal mechanism and boundary conditions of the effect of new products'out-of-stock experience on consumers'willingness to donate and conducts empirical tests through experiment and quasi-experiment.Experiment 1 used Nike T-shirt as the experimental product to test the direct and mediating effects of new products'out-of-stock experience on consumers'willingness to donate,and an extended experiment was done with the candidates of Master of Business Administration(MBA)as the experimental subjects to further explore the effect robustness.Experiment 2 used the Xiaomi(MI)table lamp as the experimental product to test the moderating effect of social value orientation on the mediating mechanism of new products'out-of-stock experience on consumers'willingness to donate,and an extended study was conducted with the public as the quasi-experiment sample to further explore the moderating effect,mediating effect,and potential alternative explanations exclusion.The statistical methods or tools used include ANOVA,regression analysis,and Bootstrap etc.The experimental results showed that:(1)Different new products'out-of-stock experience affected consumer's willingness to do-nate,particularly,compared with demanded out-of-stock experience induced by increasing excessive demand,supplied out-of-stock experience of new products induced by restricting supply quantity was more difficult to arouse consumers'donation intention,while brand commitment and benevolence did not affect the existence of this effect;(2)Psychological ownership and moral elevation would mediate partly the effect of new products'out-of-stock experience on consumer's willingness to donate,specifically,psychological ownership played a negative mediating effect but moral elevation exerted a positive mediating effect,while psychological satiation and waste aversion did not become the potential alternative explanations;(3)Consumer's social value orientation(SVO)would mod-erate the joint mediating effects of psychological ownership and moral elevation,pro-self SVO was easier to make the mediation of psychological ownership dominant,which in turn weakened consumer's willingness to donate;on the contrary,pro-social SVO was easier to make the mediation of moral elevation dominant,which in turn enhanced consumer's willingness to donate.These findings are significant for deepening and improving the theoretical systems on new products being out of stock,disposal of used goods and cause-related marketing.Furthermore,they have important management implications for consumers'disposal of used goods,manufacturers'improvement of new products marketing and charities'effective fundraising as well as regulators'normative governance.
New Products'Out-of-stock ExperiencePsychological OwnershipMoral ElevationSocial Value OrientationConsum-ers'willingness to Donate
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