Effect of Consumer Strategic Behavior on Online Presale Strategy

Given the effectiveness of online presale in enhancing retailers’ sustainability and efficiency, combining that consumers’ strategic behavior have a powerful influence on implementation, investigating promotion model based consumer is key importance for both Academics business. This study takes “deposit + final” payment promotional as research goal establishes three different models providing retailers with optimal strategies. On basis proposed models, several numerical experiments to effects presales strategies returns deposit ratio conducted, finally, results, suggestions whether participate how make decision when participating provided efficiency purpose.