earticle

영어

Pre-sale is an emerging way of shopping. Because it can provide a wealth of product information, such as breaking through time and space restrictions, low cost, shopping convenience, and providing consumers with personalized and customized products, and thus it has more advantages than traditional shopping methods. These advantages make increasingly online shopping fast. Although the gap between China's pre-sale shopping market and that of developed countries is still relatively large at this stage, with the sharp increase in the number of Internet users, the prospect of pre-sale shopping is very large. At the same time, research on consumer online shopping behavior has gradually become a hot topic in academic research. Through literature review based on pre-sale of luxury products in China, this study tried to find out what factor in utilitarian and hedonic motivation for presale of luxury products may affect consumers’ purchase intention in China.