产品稀缺及产品稀缺诉求对消费行为的影响综述与展望

A Review and Outlook on the Impact of Product Scarcity and Scarcity Appeals on Consumer Behavior

摘要: 在物资丰富的现代社会，商品短缺现象已经较少被提及。事实上，稀缺以多种形式广泛地存在于我们的生活中。除了零售端直观的商品短缺，奢侈品的限量版，商家屡试不爽的饥饿营销广告都是我们非常熟悉的营销现象。在营销领域，国内外学者对稀缺的研究由来已久。本文基于已有研究，对产品稀缺和产品稀缺诉求的概念进行总结和区分，详细阐述了产品稀缺和产品稀缺诉求的分类和含义，并从消费者意识层面、感知层面和意向与行为层面全面总结了产品稀缺及产品稀缺诉求对于消费者心理和行为的影响机制和这一影响的边界条件。同时，通过对产品稀缺相关概念及其影响的全面分析，本文提炼出产品稀缺对消费者行为的影响研究框架。最后，本文基于已有研究回顾，为后续学者提出未来研究方向。

Abstract: In a modern society with abundant supplies, the shortage of goods has been rarely mentioned. In fact, the concept of scarcity exists widely in our lives in many forms. In addition to the shortage of goods on the retail side, limited editions of luxury goods and the hunger marketing ads are also scarce-related phenomena in the marketing field that we are very familiar with. In the field of marketing, scholars have studied scarcity for a long time. Based on the existing research, this article distinguishes between the concepts of product scarcity and scarcity appeals, elaborates the classification and meaning of product scarcity and scarcity appeals, and comprehensively summarizes products from the aspects of consumer awareness, perception, intention and behavior. The underlying mechanism of the effects of scarcity on consumer psychology and behavior and the boundary conditions are presented. Through a comprehensive review of product scarcity related concepts and their impacts, this article has refined the research framework of product scarcity on consumer behavior. Finally, this article proposes future research directions for readers based on existing reviews.