پديد آورندگان :
عبدالهي، علي دانشـگاه شـهيد بهشـتي - دانشـكده مـديريت و حسـابداري - گـروه مـديريت بازرگـاني، تهـران، ايـران , مزارعي، سجاد دانشـگاه شـهيد بهشـتي - دانشـكده مـديريت و حسـابداري، تهـران، ايـران , حسيني، محمود دانشـگاه شـهيد بهشـتي - دانشـكده مـديريت و حسـابداري - گـروه مـديريت بازرگـاني، تهـران، ايـران , اخوان خرازيان، مريم دانشـگاه شـهيد بهشـتي - دانشـكده مـديريت و حسـابداري - گـروه مـديريت بازرگـاني، تهـران، ايـران
چكيده فارسي :
هدف: پژوهش در زمينه بازاريابي اغلب با دو پيش‌فرض آغاز مي‌شود: يكي اينكه مصرف‌كنندگان بتوانند از بين محصولات مطلوب انتخاب كنند و دوم اينكه منابع كافي براي خريد آن‌ها داشته باشند. با اين حال، به‌دليل كمبود محصولات، بسياري از تصميم‌گيري‌هاي مصرف‌كننده محدود مي‌شود. بر اين اساس، پژوهش‌هاي متعددي در زمينه كمياب‌سازي محصول انجام شده و ادبيات اين حوزه، طيفي وسيعي از موضوعات را مبتني بر نظريه‌هاي مختلف، با استفاده از روش‌هاي متفاوت تحقيق و در شرايط و زمينه‌هاي مختلف، پوشش داده است؛ هرچند تنوع پژوهش‌ها باعث شده است كه دريافت مطالب و يافته‌هاي اصلي آن‌ها و همچنين درك شكاف‌هاي پژوهشي دشوار شود. هدف مقاله حاضر، بررسي مطالعات قبلي در خصوص استفاده از كمياب‌سازي محصول در بازاريابي و شناسايي مسيرهاي جديد براي پژوهش‌هاي آتي است.
روش: براي دستيابي به اين هدف، با استفاده از روش مرور نظام‌مند، پس از استخراج و پالايش پژوهش‌ها، در نهايت، 66 مقاله و پژوهش به شكل عميق بررسي شد.
يافته‌ها: تحليل مقاله‌هاي مربوطه نشان مي‌دهد كه شاكله اصلي ادبيات كمياب‌سازي محصول روي روابط علّي، ميان چهار شاخه از عوامل متمركز است كه عبارت‌اند از: مشخصه‌هاي مصرف‌كننده در خصوص كمياب‌سازي محصول، انواع مختلف كمياب‌سازي، محصولات متفاوت و اثرگذاري‌هاي كمياب‌سازي محصول.
نتيجه‌گيري: در اين پژوهش بر اساس تحليل و تركيب عوامل شناسايي، چارچوب مفهومي كمياب‌سازي محصول در بازاريابي ارائه شد كه در آن، چگونگي اثرگذاري هر يك از اين عوامل بر مصرف‌كنندگان و بازار در آن مشخص شده است. همچنين، بر اساس شكاف‌هاي نظري شناسايي‌شده، مسيرهاي جديد براي پژوهش‌هاي آتي مشخص شده است.
چكيده لاتين :
Market research often begins with two assumptions; first, consumers are able to choose among desirable products, and second, they have sufficient resources to buy them. However, many consumer decisions are constrained by the scarcity of products. In recent years, product scarcity has been used in marketing as a business phenomenon and the issue has received increasing attention from both academics and practitioners. The available academic literature discusses a wide variety of subjects investigated based on various theories, using different research methods in a diverse range of settings. However, this diversity makes it difficult to obtain the core themes and findings and also to recognize the outstanding knowledge gaps. The purpose of this article is to review previous studies on the use of product scarcity in marketing and also to identify new directions for future research. The review was conducted for two purposes: initially, to describe the current state of research on the use of product scarcity in marketing, and second, to identify the present gaps in the current literature to highlight opportunities for future research. In particular, this review sought to answer the following: How can different types of product scarcity help firms improve their marketing performance, and what factors need to be considered in the process?
Methodology
The present research is conducted based on the systematic literature review method. In the first step, while determining and specifying the subject of study, the research questions were developed in accordance with the research design. In the next step, the research protocol was designed and an appropriate mental model was designed, accordingly. Subsequently, inclusion and exclusion criteria were determined. Accordingly, the comprehensive and systematic search began within the literature and 914 studies were selected. After classifying, screening, and evaluating their quality, 66 studies were finally examined in depth and the required data were collected.
Findings
The analysis of the identified papers led to the development of a conceptual framework to describe the key factors of product scarcity and how these factors influence both consumers and the market. The established framework indicated that the use of product scarcity in marketing depends on consumer characteristics, types of scarcity, and types of products. The use has different impacts on consumers. By purchasing scarce products, consumers satisfy their needs for uniqueness, conformity, behavioral freedom, and/or avoiding future regret. All of the above can increase consumers’ perception of the value of products and consequently boost their willingness to purchase.
Conclusion
This paper systematically reviewed a sample of previous studies on product scarcity, with a focus on the use of product scarcity as an effective marketing strategy to improve market as well as firm performance. The analysis of the identified literature highlighted the main findings obtained so far, summarised the underlying theories for product scarcity in marketing, and developed a framework based on the key factors and causal relationships. The analysis of the identified papers proves substantial gaps in our knowledge of this field, opening up new paths for future research. Based on the current review, we see a key limitation resulting from the lack of research uncovering the process black box between product scarcity and performance improvement. This is also largely caused by the lack of high-quality case studies on this issue in the existing literature.
