“…The other branch of literature relevant to this study is about advance selling strategy. Scholars have studied the advance selling strategies for nonperishable products such as consumer electronics, fashion apparel, and electric vehicles (Ding & Zhang, 2021; Gupta & Chutani, 2020; Huang et al, 2017; Li & Li, 2023; Ma et al, 2019; Peng & Tian, 2022; Wei & Zhang, 2018; Wu et al, 2021; Xiao et al, 2019; Zeng, 2018). Some scholars explore the effect of consumer behaviors on the strategy of advance selling (Cheng et al, 2022; Glazer et al, 2023; Jia et al, 2022; Şeref et al, 2016; Wei & Zhang, 2018; Zhang et al, 2018; Zhang & He, 2020; Zhang & Yang, 2021; Zhang, Lim, et al, 2021).…”