虚位营销对消费者产品评价的影响——以感知稀缺性为中介
The Impact of Phantom Marketing on Consumer Product Evaluation—Mediated by Perceived Scarcity
摘要: 如今的网络购物环境中，经常会出现产品在货架但却买不到的情况，本文基于虚位营销和感知稀缺性的相关理论，建立了虚位营销对消费者产品评价影响机制的理论研究模型。研究结果表明，虚位营销情景可以通过提消费者的感知稀缺性，进而提升对产品的评价，且相比于受限可得，条件可得的影响效果更为显著，本文还进一步验证了消费者的认知闭合需要在感知稀缺性对产品评价的影响过程中不起调节作用。最后，本文在对实证结果分析与归纳的基础上，为企业施行虚位营销策略提出了实践建议。
Abstract: In today’s online shopping environment, products often appear on the shelf but cannot be bought. Based on the relevant theories of virtual marketing and perceived scarcity, this paper establishes a theoretical research model of the influence mechanism of virtual marketing on consumer product evaluation. The research results show that the virtual marketing scenario can improve the evaluation of products by improving consumers' perceived scarcity, and the effect of conditional availability is more significant than that of restricted availability. This paper further verifies that consumers' need for cognitive closure does not play a regulating role in the influence of perceived scarcity on product evaluation. Finally, based on the analysis and conclusion of the empirical results, this paper puts forward some practical suggestions for enterprises to implement the virtual marketing strategy.
文章引用：王艺涵, 刘东胜. 虚位营销对消费者产品评价的影响——以感知稀缺性为中介[J]. 现代市场营销, 2025, 15(1): 157-167. https://doi.org/10.12677/mom.2025.151016

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