Abstract
In the past two years, e-commerce shopping festivals such as "Double Eleven" and "618"
etc., the online pre-sale mode has been frequently used by major platforms because of its unique
advantages. Online pre-sale is dominated by consumer demand, which can not only meet
consumer demand, but also reduce merchant inventory and operating costs. Therefore, what
factors will affect consumers' purchase intention in the online pre-sale environment has
gradually become a common concern of p
网络预售环境下消费者购买意愿影响因素探究-22527字.pdf