中文摘要：

脱销是一种常见的市场现象，商家也能够适当地利用脱销信息吸引消费者的眼球。现有的研究大多单纯关注脱销信息本身对消费者心理的正面及负面影响，并未从消费者特质的角度入手，研究不同类型消费者对脱销信息的敏感程度。基于消费者独特性需求的视角，研究了脱销诱因对消费者稀缺性感知及最终购买决策的影响：当传递低供给脱销信息时，更能增加高独特性需求（vs.低独特性需求）消费者购买相似品的意愿；传递高需求脱销信息时，更能增加低独特性需求（vs.高独特性需求）消费者购买相似品的意愿。其中消费者的稀缺性感知起到了中介作用。

英文摘要：

Out-of-stock is a common phenomenon in the market,and an ever increasing number of marketers are attempting toattract consumers by spreading out-of-stock messages.However,most of the existing researches focus on the positive and negativeeffects of out-of-stock information on consumers’behavior,and there are still questions about how the consumers’own personalitycan affect their attitude toward out-of-stock messages.This paper studies the impact of causes of out-of-stock on consumers’scarcityperception and purchase decisions based on consumers’need for uniqueness.Specifically,when delivering low supply information,consumers with high need for uniqueness(vs.low need for uniqueness)have higher similar alternative purchase intention;and whendelivering high demand information,consumers with low need for uniqueness(vs.high need for uniqueness)have higher similaralternative purchase intention.Also we confirm that consumers’perceived scarcity mediates this interaction effect.