本研究證實不同缺貨訊息情境(已售完缺貨中、已售完補貨中)對消費者購買替代產品的影響，並進一步應證兩種型態的比較框架─最佳化、最小宣稱(B 款的錄音時間比A 款的錄音時間長、B 款的錄音時間和A 款的錄音時間一樣長)和正、負向框架(B 款的錄音時間和A 款的錄音時間一樣長、B 款的錄音時間不比A款的錄音時間短)在不同缺貨訊息情境下，對消費者購買替代產品的意願作為衡量。

實驗一發現目標產品在已售完缺貨中的情境能提升消費者購買替代產品的意願。實驗二進一步驗證不同缺貨訊息情境，消費者受到比較框架的影響。證實已售完缺貨中的情境，採用最佳化、最小宣稱和正、負向框架比較，皆有助於消費者購買替代產品；反之，當缺貨訊息情境為已售完補貨中，最佳化宣稱和負向框架才能提高消費者對替代產品的購買意願。

We examined the outcome of the two OOS circumstances (soldout & backorder)
exposure to two types of comparative advertising frames–a maximal(“voice recorder
B is superior to voice recorder A”), a minimal claim (“voice recorder B is equivalent or similar to voice recorder A”) and positive (“voice recorder B is as good as voice recorder A”) , negative frames (“voice recorder B is not inferior to voice recorder A”).
Experiment 1 examined when OOS circumstance in soldout could increase consumer
to purchase substitutable option. While experiment 2 compared OOS circumstances
with two types of comparative advertising frames. For soldout circumstances, a
maximal/minimal claim or positive/negative frame can lead to be equally persuasive.
However, for backorder circumstances, maximal claims or negative frames make
them greater persuasion.

第一章緒 論 .............................................................................................................1
第一節研究背景與動機........................................................................................1
第二節研究目的....................................................................................................4
第二章文獻探討 .........................................................................................................5
第一節產品缺貨......................................................................................................5
第二節安於現狀偏誤..............................................................................................7
第三節比較框架......................................................................................................9
第三章研究方法 .......................................................................................................12
第一節研究設計....................................................................................................12
第二節研究假設....................................................................................................13
第三節變數的操作性定義與衡量........................................................................17
第四節前 測..........................................................................................................19
第五節資料分析方法............................................................................................22
第四章研究結果 .......................................................................................................23
第一節實驗一缺貨情境........................................................................................23
第二節實驗二缺貨情境與比較框架....................................................................30
第三節實驗二缺貨情境與比較框架....................................................................39
第五章、研究結論與建議.........................................................................................48
第一節研究結論..................................................................................................48
第二節行銷實務建議..........................................................................................51
第三節研究貢獻..................................................................................................52
第四節研究限制與未來方向..............................................................................53
參考文獻.....................................................................................................................55
一、中文文獻..........................................................................................................55
二、英文文獻..........................................................................................................55
附錄一、前測問卷 .....................................................................................................60
附錄二、正式問卷.....................................................................................................62

一、中文文獻
1. 周賓凰，2002，認知失調與其於財務研究之應用。國立中央大學財務金融系。上網日期：
2010 年9 月28 日，取自http://www.mgt.ncu.edu.tw/~chou/cognitive-dissonance.pdF。
2. 顏志龍、余景文、邱發忠，2007，「不同軍事任務特性與心戰訊息內容對說服效果之影響─
以實驗法進行心理作戰研究之範例」，發表於第十屆國軍軍事社會科學學術研討會，國立國
防大學心理學研究所。
二、英文文獻
1. Anderson, C. J. (2003). “The psychology oF doing nothing: Forms oF decision avoidance result
From reason and emotion,” Psychological Bulletin, Vol.129, pp.139–167.
2. Amos Tversky and Eldar ShaFir (1992). “CHOICE UNDER CONFLICT: The Dynamics oF
DeFerred Decision,” American Psychological Society, Vol. 3, No. 6.
3. Amos Tversky and Daniel Kahneman (1981). “The Framing oF Decision and the Psycology oF
Choice,” Science, New Series, Vol. 211, pp. 453-458.
4. Amos Tversky and Daniel Kahneman (1984). “Choices, values and Frames,” American Psychologist
, Vol. 39 , pp341-350.
5. Chopra, S. and Meindl, P. (2007), “Supply Chain Management:Strategy Planning and Operation,”
3ed., Pearson Prentice-Hall, Upper Saddle River, NJ.
6. Corsten, D. and Gruen, T. (2003), “Desperately seeking shelF availability: an examination oF the
extent, the causes, and the eFFort to address retail out-oF-stock,” International Journal oF Retail
& Distribution Management, Vol.31, pp.605-617.
7. Chang, Chung-Chau and Chou, Yu-Jen. (2008), “Goal Oreientation And Comparative Valence in
Persuasion,” American Academy oF Advertising, Vol.37, No.1, pp.73-87.
8. Chernev, Alexander (2004), “Goal Orientation and Consumer PreFerence For the Status Quo,”
Journal oF Consumer Research, Vol.31, pp. 557-65.9. ChingChing Chang (2008), “Ad Framing EFFect For Consumption Products: An AFFect
Priming Process,” Psychology & Marketing, Vol.25, pp.24-46.
10. Daniel Kahneman and Amos Tversky (1979), “Prospect Theory: An Analysis oF Decision
under Risk,” Econometrica, Vol. 47, No. 2, pp. 263-292.
11. Dodds, B. W., K. B. Monroe, and D. Grewal (1991), “EFFect oF Price, Band, and Store
InFormation on Buybers Product Evaluation,” Journal oF Marketing, Research, Vol. 28,
pp.307-319.
12. Ravi Dhar and Klaus Wertenbroch (2000), “Consumer Choice between Hedonic and Utilitarian
Goods,” Journal oF Marketing Research, Vol. 37, pp.60–71.
13. ECR Europe (2003), ECR – “Optimal ShelF Availability, Incrasing Shopper SatisFication at the
Mnment oF Truth,’’ ECR Europe, Brussels, available at: www. ecrnet.org.
14. Eyal Gamliel and Ram Herstein (2011) “To save or to lose: does Framing price promotion
aFFect consumers' purchase intentions? ” Journal oF Consumer Marketing, Vol. 28 Issue 2,
pp.152 – 158.
15. Eyal Gamliel (2010) “Message Framing oF products causes a preFerence shiFt in consumers'
choices,” Journal oF Consumer Behaviour, Volume 9,Issue 4, pages 303–315.
16. Elizabeth J. Wilson, Robert C. McMurrian and Arch G. Woodside (2001) “How buyers Frame
problems: Revisited,” Psychology & Marketing, Vol. 18, Issue 6, pp.617-655.
17. Jain, Shailendra P. and Steven S. Posavac (2004), “Valenced Comparisons,” Journal oF
Marketing Research, Vol. 41 Issue 1, pp46-58.
18. Jesper Aastrup and Herbert Kotzab (2009), “Analyzing out-oF-stock in independent grocery
stores: an empirical study,” International Journal oF Retail & Distribution Management ,Vol. 37
No. 9, pp. 765-789.
19. JenniFer Aaker and Angela Y. Lee (2006), “Understanding Regulatory Fit,’’ Journal oF
Marketing Research, Vol. 43, pp. 15-19.
20. JeFFrey R. Parker and Donald R. Lehmann (2011), “When ShelF-Based Scarcity Impacts
57
Consumer PreFerences,” Journal oF Retailing, Vol. 87, pp.142–155.
21. Leela Rani and Sanal Kumar Velayudhan (2008), “Understanding consumer’s attitude towards
retail store in stockout situations,” Asia PaciFic Journal oF Marketing and Logistics, Vol. 20,
pp.259-275.
22. Laurens M. Sloot, Peter C. VerhoeF, and Philip Hans Franses (2005), “The impact oF brand
equity and the hedonic level oF products on consumer stock-out reactions,” Journal oF Retailing,
Vol. 81, pp.15–34.
23. Levin, I. P., S. L. Schneider and G. J. Gaeth. (1998), “All Frames are Not Created Equal: A
Typology and Critical Analysis oF Framing EFFects,” Organizational Behavior and Human
Decision Processes, Vol. 76, pp.149-188.
24. Levin, I. P., & G. J. Gaeth. (1988), “How Consumers are AFFected by the Framing oF Attribute
InFormation BeFore and AFter Consuming the Product,” Journal oF Consumer Research, Vol.
15, pp. 374-378.
25. Louro, M.J.S., Pieters, R., & Zeelenberg, M. (2005). “Negative returns on positive emotions: The
inFluence oF pride and selF-regulatory goals on repurchase decisions,” Journal oF Consumer
Research, Vol.31, pp.833-840.
26. Meyerowitz, B. E., & Chaiken, S. (1987) “The eFFect oF message Framing on breast
selF-examination attitudes, intentions, and behavior,’’ Journal oF Personality and Social
Psychology, Vol. 52, pp.500-510.
27. Minjeong Kim and Sharron J. Lennon (2011) “Consumer Response to Online Apparel Stockouts”
Psychology & Marketing, Vol. 28, pp.115–144.
28. Narayanan, V. G. (2003), “How to induce retailers to reduce stockouts,” Harvard Business School
Publishing.
29. Peter C. VerhoeF and Laurens. M. Sloot (2010), “Out-oF-Stock: Reactions, Antecedents,
Management Solutions, and a Future Perspective,＂Book oF Retailing in the 21st Centry:
Current and Futural Trends, pp. 285-299.
58
30. Pham, Michel Tuan and Tamar Avnet (2004), “Ideal and Oughts and the Reliance on AFFect
versus Substance in Persuasion,”Journal oF Consumer Research, 30 (March), 503–18.
31. Rajneesh Suri, Chiranjeev Kohli and Kent B. Monore (2007), “The eFFect oF perceived scarcity
on consumers’ processing oF price inFormation,” Academy oF Marketing Science, Vol.35,
pp.89-100.
32. Robert J. Donovan and GeoFFrey Jalleh (1999), “Positively versus negatively Framed product
attributes: The inFluence oF involvement,” Psychology & Marketing, Vol.16, Issue 7, pp.
613–630.
33. Rothman, A. J., & Salovey, P.(1997) “Shaping perceptions to motivate heakthy behavior: The
role oF message Framing,” Psychological Bulletin, Vol. 121, pp.3-19.
34. Shiv, Baba., Edell, Julie A. and Payne, John W. (1997), “Factors AFFecting the Impact oF
Negatively and Postively Framed Ad Messages,” Journal oF Consumer Research, Vol. 24.
pp.285-94.
35. Shiv, Baba., Edell, Julie A. and Payne, John W. (2004), “ Does Elaboration Increase or Decrease
the EFFectiveness oF Negatively versus Positively Framed Messages? ” Journal oF Consumer
Research, Vol. 31, pp.1-21.
36. Shailendra Jain, Nidhi Agrawal and Durairaj Maheswaran (2007), “When More May Be
Less:The EFFects oF Regulatory Focus on Responses to Maximal/Minimal Comparative
Frames,” Advances in Consumer Research, Vol. 34.
37. Shailendra Pratap Jain, Charles Lindsey, Nidhi Agrawal and Durairaj Maheswaran (2007) ,“For
Better or For Worse? Valenced Comparative Frames and Regulatory Focus,” Journal oF
Consumer Research., Vol. 34.
38. Shaul Fox, Aharon Bizman and Oren Huberman (2009), “Escalation oF Commitment: The
EFFect oF Number and Attractiveness oF Available Investment Alternatives,” Journal oF
Business and Psychology, Vol. 24, Issue 4, pp.431-439.
39. Thomas Kramer and Ryall Carroll. (2009), “The eFFect oF incidental out-oF-stock options on
59
preFerence,” Market Letters, Vol.20, pp.197-208.
40. Whyte, G. (1986), “Escalating commitment to a course oF action: A reinterpretation,” Academy
oF Management Review, Vol.11, pp.311–321.
41. Xin Gea, Paul R. Messinger and Jin Li. (2009), “InFluence oF Soldout Products on Consumer
Choice,” Journal oF Retailing , Vol.85, pp.274–287