Advance Selling,Anticipated Regret And Competition

Advance selling refers to a marketing strategy for companies that inform consumers of product or service information and allow them to buy in advance before spot selling.With the rapid development of e-commerce,advance selling has become an effective marketing strategy.However,due to uncertainty about product information during advance selling period,consumers' decisions are not completely rational.Therefore,under the background of advance selling in the competition market,this thesis mainly analyzes the effect of consumer's anticipated regret behavior on consumer purchase decision,company's advance selling decision and competitive pricing.This study finds that when a consumer has anticipated regret due to uncertain brand preferences,the company will always choose advance selling,and its impacts on consumer purchasing behavior and competing corporate revenues are related to the relative strength of the regret;when the consumer has anticipated regret due to uncertain valuation differences,the company will always choose not to advance selling;when the consumer has anticipated regret due to uncertain brand preferences and valuation differences,the company' advance selling decision is related to the relative strength between anticipated purchasing regrets and anticipated waiting regrets,and when consumers have uncertain brand preferences,increasing their uncertainty about product valuation differences may improve or reduce the profitability of advance selling company,which depends on the relative strength of consumer purchasing regrets and waiting regrets.When consumers have uncertain valuation differences,increasing their uncertainty about product brand preferences can always improve the revenue for advance selling company,but will reduce the revenue of company that just provide spot selling.This thesis not only theoretically enriches the study on how consumer's anticipated regret behavior influence advance selling strategies of competitive companies,but also practically helps companies to raise the awareness of consumer's anticipated regret behavior and make more practical and effective competition strategy to gain market competitive advantage.