Retailers of iconic products commonly implement premium advance selling, which typically triggers regret in consumers. A premium advance selling strategy is centered around differences in pricing and capacity rationing between two selling periods. We develop a decision-theoretic model to capture...

Based on consumers’ “cognitive→affective→behavior” hierarchy theory of reaction, this paper builds the relational model of electronic word-of-mouth (eWOM) information (from two dimensions, quantity and timeliness), consumer trust, and purchase intention under C2C environment. The...