An examination of innovative consumers' playfulness on their pre-ordering behavior. Issue 3 (8th May 2017)

• Record Type: Journal Article
• Authors: Byun, Kyung-Ah; Dass, Mayukh; Kumar, Piyush; Kim, Junghwan
• Is Part Of: Journal of consumer marketing. Volume 34:Issue 3(2017)
• Page Start: 226
• Page End: 240
• Publication Date: 2017-05-08
• Subjects: Self-congruity -- Consumer innovativeness -- Advance purchase -- Playfulness -- Pre-orders; Consumer behavior -- Periodicals; Marketing -- Periodicals; 658.8343
• DOI: 10.1108/JCM-01-2016-1684
• Languages: English
• ISSNs: 0736-3761

Abstract

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.