Effects of New Product Preannouncement on Customers’ Willingness to Buy

doi:10.12068/j.issn.1005-3026.2019.09.026

Journal of Northeastern University Natural Science ›› 2019, Vol. 40 ›› Issue (9): 1365-1368.DOI: 10.12068/j.issn.1005-3026.2019.09.026

• Management Science • Previous Articles

Effects of New Product Preannouncement on Customers’ Willingness to Buy

ZHANG Hao¹， QI Chen-yue¹， ZHANG Rui-ling²， GAO Ming¹

1. School of Business Administration， Northeastern University， Shenyang 110169， China; 2. School of Statistics， Dongbei University of Finance and Economies， Dalian 116025， China.

Received:2018-10-10 Revised:2018-10-10 Online:2019-09-15 Published:2019-09-17
Contact: ZHANG Hao
About author:-
Supported by:
-

Abstract

Abstract: 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.

Key words: new product preannouncement(NPP), willingness to buy, preannouncement message, brand preference, customer innovativeness

CLC Number:

ZHANG Hao， QI Chen-yue， ZHANG Rui-ling， GAO Ming. Effects of New Product Preannouncement on Customers’ Willingness to Buy[J]. Journal of Northeastern University Natural Science, 2019, 40(9): 1365-1368.

References

[1]Zhang J，Liang Q，Huang J.Forward advertising:acompetitive analysis of new product preannouncement［J］.Information Economics & Policy，2016，37(4):3-12.
[2]Talay M B，Akdeniz M B，Kirca A H.Enhancing stock market return with new product preannouncements:the role of information quality and innovativeness ［J］.Journal of the Academy of Marketing Science，2017，45(4):513-533.
[3]Lee R P，Chen Q，Hartmann N N.Enhancing stock market return with new product preannouncements:the role of information quality and innovativeness ［J］.Journal of Product Innovation Management，2016，33(4):455-471.
[4]Chen C W，Wong V.Design and delivery of new product preannouncement messages［J］.Journal of Marketing Theory & Practice，2012，20(2):203-222.
[5]Eliashberg J，Robertson T S.New product preannouncing behavior—a market signaling study［J］.Journal of Marketing Research，1988，25(3):282-292.
[6]Koku P S，Jagpal H S，Viswanath P V.The effect of new product announcements and preannouncements on stock price［J］.Journal of Market Focused Management，1997，2(2):183-199.
[7]Spence M A.Marketing signaling ［M］.Cambridge:Harvard University Press，1974:45-94.
[8]Garcia-Granero A，Llopis O，Fernandez-Mesa A，et al.Unraveling the link between managerial risk-taking and innovation:the mediating role of a risk-taking climate［J］.Journal of Business Research，2015，68(5):1094-1104.
[9]Sksjrvi M，Gill T，Hultink E J.How rumors and pre-announcements foster curiosity towards products［J］.European Journal of Innovation Management，2017，20(3):350-371.
[10]Hoffmann S，Soyez K.A cognitive model to predict domain-specific consumer innovativeness［J］.Journal of Business Research，2010，63(7):778-785.
[11]Zhang H，Choi Y K.Preannouncement messages:impetus for electronic word-of-mouth［J］.International Journal of Advertising，2018，37(1):54-70.
[12]Drolet A，Aaker J.Off-target? changing cognitive-based attitudes［J］.Journal of Consumer Psychology，2002，12(1):59-68.
[13]Dodds W B，Grewal D.Effects of price，brand，and store information on buyers’ product evaluations［J］.Journal of Marketing Research，1991，28(3):307-319.

[1]	ZHANG Lan-xia， ZHAO Song-yan， WANG Le-le， QIAN Jin-hua. Impacts of Supervisor， Coworker， and Customer Workplace Incivility on Employees’ Work Outcomes [J]. Journal of Northeastern University(Natural Science), 2023, 44(4): 590-598.
[2]	GUAN Zhi-min， XU Hao-xin， YU Tian-yang， DONG Jing-yang. Research on the Carbon Emission Reduction and Pricing Decisions of Supply Chains Considering Manufacturers’ Disappointment Aversion [J]. Journal of Northeastern University(Natural Science), 2023, 44(3): 447-456.
[3]	LI Ming-yang， WANG Shuang， CAO Ping-ping， ZHAO Xiao-jie. Method for Large Group Decision-Making with Multiple Elements Considering Multiple Subgroup Opinions [J]. Journal of Northeastern University Natural Science, 2020, 41(12): 1781-1787.
[4]	WANG Xin， CHEN Ni， ZHAO Ya-wen. Value Evaluation of Innovative Technical Talents in Enterprises Based on Entropy Weight TOPSIS [J]. Journal of Northeastern University Natural Science, 2020, 41(12): 1788-1793.
[5]	YI Ping-tao， WANG Lu， LI Wei-wei. Vector-Type Two-Tuple Semantic Density Weighted Operator and Its Application [J]. Journal of Northeastern University Natural Science, 2020, 41(10): 1483-1490.
[6]	ZHANG Lan-xia， WANG Le-le， ZHANG Qin， JIA Ming-mei. Concept Definition and Scale Development of Organizational Resilience [J]. Journal of Northeastern University Natural Science, 2020, 41(10): 1491-1499.
[7]	WANG Xin， WANG Jing， LI Jin-feng. Risk Assessment of Social Networking Recruitment Based on Bayesian Network [J]. Journal of Northeastern University Natural Science, 2020, 41(9): 1356-1362.
[8]	LIU Chun-yi， YOU Tian-hui， CAO Bing-bing. Pricing and Recycling Decision of Closed-Loop Supply Chains Considering Risks and Capital Constraints [J]. Journal of Northeastern University Natural Science, 2020, 41(6): 902-908.
[9]	ZHANG Lan-xia， SONG Jia-yi， TAN Jun， WEI Cai-yun. Effect of Work-Family Balance on Innovation Performance of Female Knowledge Workers: A Cross-level Moderated Mediation Model [J]. Journal of Northeastern University Natural Science, 2019, 40(11): 1660-1666.
[10]	TAO Ling-ling， YOU Tian-hui， YUAN Yuan. Hotel Selection Based on Information of Hotel Features and Online Ratings [J]. Journal of Northeastern University Natural Science, 2019, 40(11): 1667-1672.
[11]	XIAO Meng， MA Qin-hai. Effects of Customer Resources on Customer Value from the Perspective of Value Co-creation [J]. Journal of Northeastern University Natural Science, 2019, 40(8): 1205-1211.
[12]	ZHANG Lan-xia， ZHANG Liang-ting， WANG Ying. Impact of Female Knowledge Workers′ Work-Family Enrichment on Stewardship Behavior—A Cross-Level Moderated Mediation Model [J]. Journal of Northeastern University Natural Science, 2019, 40(7): 1045-1051.
[13]	ZHANG Jin， YOU Tian-hui， FAN Zhi-ping. Method for Product Purchasing Recommendation Ranking Based on Multi-attribute Online Ratings Information [J]. Journal of Northeastern University Natural Science, 2019, 40(1): 138-143.
[14]	ZHANG Lan-xia， YANG Shuo， ZHANG Liang-ting， LI Bing. Impact of Compulsory Citizenship Behavior on Employees’Job Burnout—A Mediated Moderation Model [J]. Journal of Northeastern University Natural Science, 2018, 39(9): 1358-1363.
[15]	YANG Kai， ZHAO Xi-nan. Evaluation and Construction of the Governance Capacity of the Supervisory Board of Mixed Ownership Enterprises [J]. Journal of Northeastern University Natural Science, 2018, 39(7): 1059-1064.

Effects of New Product Preannouncement on Customers’ Willingness to Buy

RichHTML

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Recommended Articles

Metrics

Comments