An Examination of Innovative Consumers’ Playfulness on their Pre-Ordering Behavior

Kyung-Ah Byun, Mayukh Dass, K Piyush, Junghwan Kim

Research output: Contribution to journalArticlepeer-review


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
JournalJournal of Consumer Marketing
StatePublished - Apr 2017


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