新产品预发布对消费者购买意向的影响

Effects of New Product Preannouncement on Customers ’Willingness to Buy

本研究基于消费者的视角,通过消费者行为实验方法,研究新产品预发布对消费者购买意向的影响.研究结果表明,新产品预发布对于消费者购买意向产生积极影响;预发布信息的明确度会显著提升消费者的购买意向;当进行预发布的新产品是知名品牌时,明确的信息对于消费者购买意向的提升更显著;相比低创新度消费者,预发布信息明确度的作用对于高创新度消费者的购买意向影响更显著.本研究对进一步研究新产品预发布理论提供理论依据,对于新产品上市后迅速扩大新产品的市场占有率,提升企业竞争力具有现实意义.

Based on the consumer perspective, the effects of new product preannouncements(NPPs) on customers’ willingness to buy were studied by using consumer behavior experiments.The results showed that NPPs have positive effects on customers’ willingness to buy.The clearer the NPP messages are, the higher willingness to buy is.The role of clearer NPP messages has stronger effects on willingness to buy for the new product with a high brand image.Compared with low-innovation consumers, the role of preannouncements clarity is more significant for high-innovation consumers’willingness to buy.The present study has theoretical contribution to the theory of NPP, which is of practical significance to rapidly expand the market share of new products and enhance the competitiveness of enterprises after the new products go on the market.