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. https://doi.org/10.1108/JCM-01-2016-1684
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