(Ph.D. Michigan State University) is Professor of Logistics at The Ohio State University, where he currently serves as Director of the Master in Business Logistics Engineering (MBLE). He is a former Systems Section Editor of the Journal of Business Logistics. Dr. Zinn's research, mostly in the areas of inventory management and consumer response to stockouts, has been published in academic journals such as the Journal of Business Logistics, European Journal of Operational Research, Journal of the Operational Research Society, and The International Journal of Logistics Management. Professor Zinn is a member of the Council of Supply Chain Management Professionals.
A COMPARISON OF ACTUAL AND INTENDED CONSUMER BEHAVIOR IN RESPONSE TO RETAIL STOCKOUTS
Article first published online: 10 MAY 2011
2008 Council of Supply Chain Management Professionals
Journal of Business Logistics
Volume 29, Issue 2, pages 141–159, Autumn 2008
How to Cite
Zinn, W. and Liu, P. C. (2008), A COMPARISON OF ACTUAL AND INTENDED CONSUMER BEHAVIOR IN RESPONSE TO RETAIL STOCKOUTS. JOURNAL OF BUSINESS LOGISTICS, 29: 141–159. doi: 10.1002/j.2158-1592.2008.tb00090.x
- Issue published online: 10 MAY 2011
- Article first published online: 10 MAY 2011
- Consumer behavior;
- Retail stockouts;
- Store loyalty
Studies of consumer response to stockouts typically capture intended behavior. After a stockout experience, consumers are asked what they intend to do. In contrast, this research measured both intended and actual behavior. Consumers were interviewed twice; once immediately following the stockout experience to gauge intended behavior and a second time 30 days later to ask what they had actually done in response to the stockout. Accordingly, the goals of this research are to (1) compare consumer actual and intended behavior in response to stockouts and (2) examine product characteristics, consumer characteristics and situational variables that may explain the consumer's response. Key results suggest that indicated behavior is a good indicator of actual behavior in situations where the consumer intends to quit the search and a rather poor indicator when the consumer intends to delay the search. Finally, of the several product characteristics, consumer characteristics and situational variables examined, store loyalty, pre-visit agenda and product uniqueness have shown most promise to help managers understand consumer actual and intended response to stockouts.