The effect of the preorder strategy on consumers' product choice: The moderating role of product experience and payment timing

Sung Youl Jun, Kyung Ho Kim and Hye Kyung Park

Journal of Business Research, 2019, vol. 99, issue C, 80-86

Abstract: This article examines how the preorder strategy influences the consumers' product choice. The results reveal that consumers who preorder are more likely to choose a high price, high performance option rather than a low price, low performance option.

Keywords: Preorder strategy; Product experience; Payment timing; Desirability; Feasibility; Consumers' product choice (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:99:y:2019:i:c:p:80-86

DOI: 10.1016/j.jbusres.2019.02.024

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