Can't Wait: Effects of Temporal Delay and Discount Sizes on Purchase Intentions

摘要

Markets around the world are rapidly evolving to incorporate new strategies for attracting and retaining customers. Retailers around the world are adopting different promotional styles to increase sales, both in online as well as offline aspects. Pre-ordering as a promotional tool has seen a lot of use both by offline and online retailers, though predominantly by online retailers to increase sales and subsequent interest in consumer goods. As a result of this, pre-ordering as a pricing strategy has generated a lot of interest among modern marketing researchers. This pricing structure has generated significant interest in researchers in recent years (Chu and Zhang 2011; Li and Zhang 2013). Various products remain in preorder to generate customer hype, for example the Newman Chukka Boot by Paul Evans was on preorder for several weeks. Several movies like Batman vs. Superman: Dawn of Justice, Captain America: Civil War and X-Men: Apocalypse remains on preorder without a shipping date. Similarly, on Amazon.com Canon PowerShot G7 X Mark II was on preorder for $699. Using preordering, retailers can measure the demand and adopt different promotional methods, optimizing profits.