“…In addition, some studies focus on eliminating the consumer risk of buying in advance at a higher presale price through price guarantees [20,28], buybacks [29,30] and refunds [30,31]. Many studies adopting various perspectives have examined why sellers use the presale strategy, including to determine market potential and forecast demand in advance [2,32,33], as a price discrimination tool [7,8,19,34], to increase sales volume [1,35,36] and for capacity planning [3,17,26].…”