New Product Preannouncement Strategy On Consumer Behavior Influence Empirical Research

Under the business situation today, continually introducing new products to meet customers' demands which are easily change, have become important way for companies to gain and maintain competitive edge. In the process of new products introduction, new product preannouncement has become an important prelaunch activity which draws more and more companies' attention. This paper try to set up an comprehensive framework for strategies of new product preannouncement, consists of announcing timing, content, fashion of message, communicative channel and product involvement of customer. Empirical methods were used to review the effects of different sorts of execution factors.On the basis of survey, the study made use of several regression analysis to study the relationship between the strategies of new product preannouncement and their effect. The conclusion suggests that: (1) both emphasis on function and price have remarkable positive effect on adoption of customers. Product involvement of customer has remarkable moderating effect on the relationship between emphasis on function and adoption of customers, while its moderating effect is not remarkable on the relationship between emphasis on price and adoption of customers.(2) preannouncement timing have remarkable positive effect on adoption of customers. When the product involvement of customers is lower, the effect of timing is larger. (3) When the product involvement of customers is lower, transformational messages connected with higher adoption of customers than informational messages. When the product involvement of customers is higher, the difference between the effect of transformational messages and informational messages is not remarkable.(4) all three communication channels (interpersonal,business source and public source) of new products preannouncement have remarkable positive effect on new product adoption behavior, but there are distinctions between the relative importance of them. When the product involvement of customers is lower, the most important influence source on adoption behavior is interpersonal channel. Instead, When the product involvement of customers is higher, the most important influence source on adoption behavior is public source.The study enriches the related studies on new product preannouncement, particularly in the area of the effect of different sorts of preannouncement strategies on consumers' behavior, on which less studies focused in the past. The result of the study guild marketing practices of corporations. In the process of new products introduction, company need to take preannouncement timing, contents, mode of information, and communication channels into account comprehensively, and integrate them with products involvement of target customers.