中文摘要：

笔者通过问卷调查和回归分析，结合消费者的个人特征，研究网络预售模式下产品因素和情境因素对购买意愿的影响作用。结果表明，产品的功能价值、享乐价值：财务鼓励和消费情境中的信息质量、信誉能够决定消费者购买意愿；消费者自我效能感和时间偏好的差异影响产品因素对购买意愿的作用程度。

英文摘要：

The internet advanced sale refers to the C2B model which the supply chain makes optimization from back-to-front, that be- fore the completion of the production of the product, rapidly gathers the consumers＇ demands by showing products information in the online shopping platform. This study explores the influence of product factors and situational factors on consumers＇ purchase intention, combined consumer personal characteristics though questionnaire survey and regression analysis. The results show that the functional value, hedonic value, financial incentive in product factors and information quality, reputation in situational factors decide whether to buy, but the brand awareness and time pressure have no significant effect on consumers＇ willingness to purchase. The results of multi- ple hierarchical regression further show that consumers＇ differences in self-efficacy and time preference can affect the influence of prod- uct factors on consumers＇ purchase intention. The conclusion can provide a useful reference for the business making better use of the internet advanced sale.