Abstract:

Based on the shortcomings of past researches on stockouts and the tendancy of this phenomenon to become frequent, this research highlights the interest to study the effects of this frequency on consumer behavior. Based on a literature review and a qualitative study, a descriptive model of these effects is proposed and tested. The results show that frequent stockouts negatively affect trust in the producer, the level of fair price as well as perceptions of the total value. Purchase intentions of competing brands and information search on these brands are then developed.