The Study Of The Effect Of New Product Preannounce Time On Consumer Purchase Intention:Based On Online Reviews

With market competition gets more competitive, the pace of products update faster, so that the strategy of new product preannouncement is used by many companies in product promotion. As an important factor, the preannounce time is critical in the conduct of the enterprise. However, few researches have been devoted to what impact on consumers, and how these affect the official listing of the product will produce after the preannouncement. In this paper, construal level theory as the theoretical basis, from the perspective of online reviews, the above problems have been studied. Exploring the effect of preannounce time on the online reviews content of after notice of the market for products produced in the content of comments. Based on the above study, the official listing of the product after it has been generated for these reviews is how consumers have different goals influence purchasing decisions.The study collation and analysis the domestic and foreign related literature in the field of new products, online reviews and construal level theory. On the basis of construal level theory, this study proposes four hypotheses and theoretical models. In this paper, the method of laboratory experiments to verify the above assumptions, the subjects in behavioral science laboratory set a good experiment in the context of the experiment. The experimental results of the experiment, the method of using content analysis hypothesis H1and H2are verified. The experimental results for the second experiment, using descriptive statistical methods to verify hypothesis H3and H4Empirical results show:(1) the time interval between new product preannouncement and product lunch is longer, consumer-generated online reviews is more about the product’s core attributes;(2) the time interval between new product preannouncement and product lunch is short, consumer-generated online review is more about the minor product attributes;(3) when consumers get a browsing target,the online reviews about the product’core attributes will have an greater impact on consumer purchasing intention;(4) when consumers get the immediately purchase as the target,the online reviews about the product’s secondary attributes will have an greater impact on consumer purchasing intention.The results of this study could be a theoretical guidance of decision on new product preannounce time. For companies, preannounce time should be determined according to the characteristics of the new product. This can increase positive comments about the product. What’s more, considering the difference between different consumer types, companies should choose appropriate time to preannounce new products, and they should focus on different properties of new product.