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Effects of new product preannouncement on purchase intention From consumer perspective

Effects of new product preannouncement on purchase intention From consumer perspective 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Nankai Business Review International Emerald Publishing

Effects of new product preannouncement on purchase intention From consumer perspective

Lijun Zhang; Meng Su
Nankai Business Review International , Volume 2 (1): 16 – Mar 8, 2011
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References (46)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
2040-8749
DOI
10.1108/20408741111113493
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Nankai Business Review International – Emerald Publishing

Published: Mar 8, 2011

Keywords: Consumer behaviour; Product launch; New products; Target markets; Advertising

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