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Sustainability
Volume 13
Issue 19
10.3390/su131910936
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Article

Effect of Consumer Strategic Behavior on Online Presale Strategy

by
Yurong Pei
1,2,
Mengying Xie
1,
Qiuling Yang
3,*,
Yi Liao
1 and
Yuping Wu
1
1
School of Business Administration, Southwestern University of Finance and Economics, Chengdu 610074, China
2
Chengdu Normal University, Chengdu 610074, China
3
Hilton School of Hospitality Management, Sichuan Tourism University, Chengdu 610100, China
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(19), 10936; https://doi.org/10.3390/su131910936
Submission received: 21 August 2021 / Revised: 24 September 2021 / Accepted: 26 September 2021 / Published: 1 October 2021
(This article belongs to the Special Issue Sustainable Operations Planning and Scheduling)
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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 network promotion presale; consumer behavior; order cancellation and return; deposit

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MDPI and ACS Style

Pei, Y.; Xie, M.; Yang, Q.; Liao, Y.; Wu, Y. Effect of Consumer Strategic Behavior on Online Presale Strategy. Sustainability 2021, 13, 10936. https://doi.org/10.3390/su131910936

AMA Style

Pei Y, Xie M, Yang Q, Liao Y, Wu Y. Effect of Consumer Strategic Behavior on Online Presale Strategy. Sustainability. 2021; 13(19):10936. https://doi.org/10.3390/su131910936

Chicago/Turabian Style

Pei, Yurong, Mengying Xie, Qiuling Yang, Yi Liao, and Yuping Wu. 2021. "Effect of Consumer Strategic Behavior on Online Presale Strategy" Sustainability 13, no. 19: 10936. https://doi.org/10.3390/su131910936

APA Style

Pei, Y., Xie, M., Yang, Q., Liao, Y., & Wu, Y. (2021). Effect of Consumer Strategic Behavior on Online Presale Strategy. Sustainability, 13(19), 10936. https://doi.org/10.3390/su131910936

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