Abstract
Withtherapiddevelopmentofe-commercetoday,theoperationmodeofonlinepre-sale
hasbeenadoptedbytaobao,JINGdong,Tmallandothermajore-commerceplatforms.
However,thesuccessofthismodedependsonenterprises'cognitionofthefactorsinfluencing
consumers'purchaseintention.Basedontheexistingtheoreticalresults,thispaperfurther
explorestheinfluenceofproductandsituationalfactorsonconsumers'purchaseintentionin
onlinepre-salebyintroducingpricevariablesandemotionregulationvariables.
Theresearchadoptstheempirica
网络预售对消费者购买意愿的影响因素研究-18201字.pdf