Online from: 2010
Subject Area: Regional Management Studies
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|Title:||Effects of new product preannouncement on purchase intention: From consumer perspective|
|Author(s):||Lijun Zhang, (Guanghua School of Management, Peking University, Beijing, People's Republic of China), Meng Su, (Guanghua School of Management, Peking University, Beijing, People's Republic of China)|
|Citation:||Lijun Zhang, Meng Su, (2011) "Effects of new product preannouncement on purchase intention: From consumer perspective", Nankai Business Review International, Vol. 2 Iss: 1, pp.48 - 63|
|Keywords:||Advertising, Consumer behaviour, New products, Product launch, Target markets|
|Article type:||Research paper|
|DOI:||10.1108/20408741111113493 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The authors would like to thank Professor Jehoshua Eliashberg for his invaluable discussion and the support from Guanghua-Wharton Join Research Initiative on Firms and Markets in China. This is an authorised translated version (from the Mandarin) of the following paper: Zhang, L. and Su,M., (2010) “New product preannouncement and purchase intentions: an investigation from consumer perspectives”, Nankai Business Review, Vol 13 No. 4, pp. 83-91.|
Purpose – Although consumers are viewed as one of the important target groups of new product preannouncements (NPPs), little existing literature focuses on the NPP's consequences from consumer perspective. To fill up this research gap, this paper explores how a NPP signal influences consumer purchase intention and how its influences vary across consumers.
Design/methodology/approach – Based on a scenario-based survey with different new cellular phone preannouncement contexts, this paper examines impacts of brand, prior vaporware history, and innovativeness conveyed by NPP signals, as well as consumer characteristics, on purchase intentions. A logit regression and a hierarchical Bayesian Logit regression are applied to test effects of NPP signal and consumer factors, respectively.
Findings – The empirical results show that consumers may mainly rely on brand and prior vaporware history to decide whether to purchase this new product after it is launched. They are more likely to purchase a preannounced new product with strong brand, or from a company without prior vaporware. The results also demonstrate that the brand and vaporware impacts on purchase intention are moderated by consumer product knowledge, NPP experience, and risk attitude.
Originality/value – Following the competitive signal interpretation process model in signaling theory, this paper first provides and empirically examines an overall framework of NPP impacts on purchase intentions from the consumer perspective, which may contribute to the preannouncement literature. The findings also provide useful insights to help companies to make right NPP decisions.
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