Pre-sale ordering strategy based on the new retail context considering bounded consumer rationality

<p style='text-indent:20px;'>The purpose of this paper is to study the impact bounded consumer rationality on order quantity and profitability seller in advance period spot context combination new retail pre-sale. In paper, we develop a model pre-sale, with without reference price dependence. Besides, considers cancellation delayed purchase behavior consumers. We then discuss optimal profit under different conditions effect dependence value-added offline service them. Our research shows that: First, tends set deposit too low pre-sales. Second, has effects quantities periods. The should pay more attention Third, whole, benefits seller. seller, or public policymaker, can benefit businesses by increasing rationality. Last, context, an increase value-added, even if it increases total quantity, not always beneficial may reduce profits. Therefore, weigh all factors determine services.</p>