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

Kyung-Ah Byun (Department of Management and Marketing, The University of Texas at Tyler, Tyler, Texas, USA)
Mayukh Dass (Department of Marketing, Texas Tech University, Lubbock, Texas, USA)
Piyush Kumar (Athens, Georgia, USA)
Junghwan Kim (Department of Management Information Systems, Queens University of Charlotte, Charlotte, North Carolina, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 May 2017




The purpose of this paper is to examine the role of playfulness on innovative consumers’ pre-order behavior for new products.


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.


Results indicate that playfulness amplifies the advance-purchasing propensity, especially when the pre-launch information cues come from a credible source.


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.



Byun, K.-A., Dass, M., Kumar, P. and Kim, J. (2017), "An examination of innovative consumers’ playfulness on their pre-ordering behavior", Journal of Consumer Marketing, Vol. 34 No. 3, pp. 226-240.



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Copyright © 2017, Emerald Publishing Limited

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