An examination of innovative consumers’ playfulness on their pre-ordering behavior

Kyung Ah Byun, Mayukh Dass, Piyush Kumar, Junghwan Kim

Research output: Research - peer-reviewArticle

Abstract

Purpose: The purpose of this paper is to examine the role of playfulness on innovative consumers’ pre-order behavior for new products. Design/methodology/approach: Drawing upon self-congruity theory and early adoption literature, the effects of playfulness and innovativeness on pre-order behavior and the role of self-congruity are tested using four experimental studies that are analyzed using generalized linear model (GLM) and structural equation modeling. Findings: Results indicate that playfulness amplifies the advance-purchasing propensity, especially when the pre-launch information cues come from a credible source. Originality/value: This paper refines playfulness measurement scales and proposes how both enjoyment- and creativity-based playfulness amplify the purchase intention among innovative consumers. The results assist product managers in developing advanced marketing plans before a new product is launched.

LanguageEnglish (US)
Pages226-240
Number of pages15
JournalJournal of Consumer Marketing
Volume34
Issue number3
DOIs
StatePublished - 2017

Fingerprint

Playfulness
Preorder
Self-congruity
New products
Purchasing
Propensity
Managers
Purchase intention
Enjoyment
Creativity
Innovativeness
Structural equation modeling
Experimental study
Design methodology
Generalized linear model
Measurement scales
Marketing

Keywords

  • Advance purchase
  • Consumer innovativeness
  • Playfulness
  • Pre-orders
  • Self-congruity

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Cite this

An examination of innovative consumers’ playfulness on their pre-ordering behavior. / Byun, Kyung Ah; Dass, Mayukh; Kumar, Piyush; Kim, Junghwan.

In: Journal of Consumer Marketing, Vol. 34, No. 3, 2017, p. 226-240.

Research output: Research - peer-reviewArticle

Byun, Kyung Ah ; Dass, Mayukh ; Kumar, Piyush ; Kim, Junghwan. / An examination of innovative consumers’ playfulness on their pre-ordering behavior. In: Journal of Consumer Marketing. 2017 ; Vol. 34, No. 3. pp. 226-240
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