An examination of innovative consumers’ playfulness on their pre-ordering behavior

Kyung Ah Byun, Mayukh Dass, Piyush Kumar, Junghwan Kim

Research output: Contribution to journalArticlepeer-review

15 Scopus citations


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.

Original languageEnglish
Pages (from-to)226-240
Number of pages15
JournalJournal of Consumer Marketing
Issue number3
StatePublished - 2017


  • Advance purchase
  • Consumer innovativeness
  • Playfulness
  • Pre-orders
  • Self-congruity


Dive into the research topics of 'An examination of innovative consumers’ playfulness on their pre-ordering behavior'. Together they form a unique fingerprint.

Cite this