Notation | Definition |
| The type of retailer (1: high quality retailer; 2: represents low quality retailer) |
| The type of signal |
| Advance purchase in pre-sale period |
| Wait in pre-sale period |
| The cost of product |
| The credibility of e-commerce platform |
| Consumer’s valuation of product |
| The quantity of consumers in pre-sale period |
| The quantity of consumers in normal sale period |
| Pre-sale price |
| The normal sale price of high quality product |
| The normal sale price of low quality product |
| The effect coefficient of negative review |
| The ratio of high quality and low quality |