How innovative attributes influence consumers’ willingness to buy new products: an empirical study in the context of online preorder

Xiaojun Fan is Professor for Marketing at Shanghai University, at the Institute for Management. His research focuses on the digital consumption, big data marketing, channel strategy, and intelligent operation. He has published more than 100 articles in top-ranked journals such as European Journal of Operational Research, Tourism Management, Journal of Business Ethics, Transportation Research Part E: Logistics and Transportation Review, Journal of the Operational Research Society, Information Technology and People, Telematics and Informatics, Journal of Retailing and Consumer Services, Marketing Intelligence and Planning, Annals of Operations Research.

Haixu Chen is Master’s student at Shanghai University, at the Institute for Management. Her research focuses on the digital marketing, online consumption and consumer psychology.

Xinwei Tang is Master’s student at Shanghai University, at the Institute for Management. Her research focuses on consumer behavior, marketing strategy and brand management.

Haowei Yu is Doctoral student at Shanghai University, at the Institute for Management. His research focuses on the digital consumption, big data marketing and product management.