Effect of Consumer Strategic Behavior on Online Presale Strategy

Yurong Pei, Mengying Xie, Qiuling Yang, Yi Liao and Yuping Wu
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Yurong Pei: School of Business Administration, Southwestern University of Finance and Economics, Chengdu 610074, China
Mengying Xie: School of Business Administration, Southwestern University of Finance and Economics, Chengdu 610074, China
Qiuling Yang: Hilton School of Hospitality Management, Sichuan Tourism University, Chengdu 610100, China
Yi Liao: School of Business Administration, Southwestern University of Finance and Economics, Chengdu 610074, China
Yuping Wu: School of Business Administration, Southwestern University of Finance and Economics, Chengdu 610074, China

Sustainability, 2021, vol. 13, issue 19, 1-21

Abstract: Given the effectiveness of online presale in enhancing retailers’ sustainability and efficiency, combining that consumers’ strategic behavior have a powerful influence on retailers’ presale implementation, investigating the online presale promotion model based on consumer strategic behavior is of key importance for both Academics and business. This study takes the “deposit + final” payment online promotional presale model as the research goal and establishes three different models for providing the retailers with optimal presale strategies. On the basis of proposed models, several numerical experiments to study the effects of retailers’ presales strategies on consumer returns and deposit ratio is conducted, and finally, based on the model results, the suggestions on whether to participate in presales and how to make the optimal deposit ratio decision for retailers when participating in presales is provided for both sustainability and efficiency purpose.

Keywords: network promotion presale; consumer behavior; order cancellation and return; deposit (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:19:p:10936-:d:648228

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