Effect of Consumer Strategic Behavior on Online Presale Strategy

Round 1

Reviewer 1 Report

Thank you for showing the interesting models to understand the consumers' behavior and strategies. Here are my recommendation to improve the manuscript. 

1. The paper employs an analytic method with consumers’ decision tree. The decision tree is always criticized that the model itself is not fully realistic. Because the model simplify the consumers’ decision, there is always delimitation of showing consumers’ behavior and decision making. I don’t mean that the authors should change the model. However, I recommend that the authors should explain (a) how the decision tree models is well matching with their research purpose (before 3. Basic Model) and (b) what are the limitation of the analytic tool (in 7. Conclusion).
2. In 6. Numerical analysis, the numbers (i.e., preset of scenario) were just given without further explanation. Please (a) explain the scenario before 6. Numerical analysis or (b) justify the scenario within 6. Numerical analysis.

Author Response

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Author Response File: Author Response.pdf

Reviewer 2 Report

1. Although the abstract is quite extensive, I would like the purpose of the article to be more clearly stated in it, and the description of the situation is rather in the Introduction.
2. The reference to the pandemic situation in introduction is important and good, as it changes the mechanisms described in the article.
3. The literature is extensive, but it might be worthwhile to refer to the latest articles from 2021.
4. My suggestion would be to change the word 'Proposition' to 'Hypothesis'.
5. I miss the part that could be called Discussion, it can be combined with Conclusions, but it should be.

Author Response

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Author Response File: Author Response.pdf

Reviewer 3 Report

The article is interesting, But the study has some serious flaws. Definitions of the  most important constructs are given.

Specific comments

Line 130, among others. The authors talk about ‘sustainable’, but what is the definition in this article of ‘sustainable’?

Line 477. The authors call this section ‘Results and Analysis’, but they present six propositions. In the first place it would be more logic when these propositions are based on the literature review in section 2. It would also be better when these propositions are placed on the right spot in this literature review. In the second place I wonder why it is called a ‘proposition’? It seems to be more quantitative research, in which hypothesis are mostly used; propositions are used in a qualitative study. In the third place, I read that propositions 4 and 5 are proved. What about the other propositions? In the fourth place, how are these propositions investigated? I see no empirical research in the study.

Author Response

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Author Response File: Author Response.pdf

Reviewer 4 Report

Authors have examined the impact of consumers' strategic behaviour on online presale strategies. I have the following comments to further improve the paper.

The abstract is unnecessarily long. Please include only a brief intro to the study, methods used and the main results.

How does price tracking behaviour using online apps affect consumer purchase or return behaviour?

Some clarities are required with regard to the numerical model. Please explain what [? ̅(?) = ? − ?(?)] G in this equation means

Line 380 publishes the price of at spot period - need clarification

I would suggest renaming the conclusion section to Conclusion and summary. Also, add the limitations of the study.

Author Response

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Author Response File: Author Response.pdf

Round 2

Reviewer 3 Report

The authors came up to my comments, though I am still not satisfied concerning my comments on the ‘Results and Analyses’ section.

Also the authors talk about sustainability, and they give in the cover letter the following definition ‘The ‘sustainable’ we talk about is that the enterprises or retailers use presale and other business strategies to reduce the waste of resources caused by improper production plan or excessive inventory, so as to improve the efficiency and sustainability’. But they have to implement this definition into the article, and also give a reference to this definition.

Author Response

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Author Response File: Author Response.pdf