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

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  • Jun, Sung Youl
  • Kim, Kyung Ho
  • Park, Hye Kyung

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.

Suggested Citation

  • Jun, Sung Youl & Kim, Kyung Ho & Park, Hye Kyung, 2019. "The effect of the preorder strategy on consumers' product choice: The moderating role of product experience and payment timing," Journal of Business Research, Elsevier, vol. 99(C), pages 80-86.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:80-86
    DOI: 10.1016/j.jbusres.2019.02.024
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    References listed on IDEAS

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    Cited by:

    1. Zhang, Xiadan & Gong, Xiushuang & Jiang, Jing, 2021. "Dump or recycle? Nostalgia and consumer recycling behavior," Journal of Business Research, Elsevier, vol. 132(C), pages 594-603.

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