新产品预发布对消费者购买意愿的影响研究

The Impacts of New Product Preannouncement on Consumers' Willingness to Buy

基于消费者视角,以情绪为中介变量,以预发布策略为调节变量,研究了新产品预发布内容对消费者购买意愿的影响机理,结果表明:(1)新产品预发布内容(价格与创新程度)通过情绪(愉悦与唤起)的中介作用影响消费者购买意愿,但仅因创新程度而引起的愉悦对消费者购买意愿影响不显著;(2)预发布信息类型、渠道和预发布时间对新产品预发布内容与消费者情绪的关系具有调节作用,但各调节变量在4种关系路径中的调节作用存在显著差异。

From the perspective of consumers, this paper takes consumer emotion as an intermediate variable, preannouncement strategy as a moderator variable and conducts the research on the impacts of new product preannouncement contents on consumers＇ willingness to buy. The results include： （1） New product preannouncement contents （price and innovation degree） affect consumers＇ wiliness to buy by the influence of intermediate variables （ pleasant emotion and evocative emotion） , while the pleasant emotion caused by innovation doesn＇t have showed a significantly influence on consumers＇ willingness to buy; （2） The preannouneement information types, channels and preannouncement time play the role of moderator variables in the relations between new product preannouncement contents and the consumer emotion, but there exist significant differences in the four modulatory paths.