Byun, Kyung-Ah; Dass, Mayukh; Kumar, Piyush; Kim, Junghwan - In: Journal of Consumer Marketing 34 (2017) 3, pp. 226-240
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...