Empirical Study On Impact Of New Product Preannouncement On Consumer Purchase Intention

New product preannooucement is one of the most important preannouncement behaviors of the enterprises.It is market signals that send from enterprises to the target audience,and new products on the market signal,which belongs to the introduction process of new products.It also can be seen as marketing communication behavior.Along with the increasingly fierce market competition and new product life cycle becoming shorter and shorter,the new product preannouncement has become one of the most popular marketing strategies of enterprises in the new product marketing process,and the new product preannouncement has also been attached in the academic circles.Target audience of new product preannouncement can be divided into four groups:customers,competitors,distributors and investors.This paper from consumer perspective,divideded two stages to study the new product preannouncement how to influence consumer behavior.In the first stage,we explore whether the official new product preannouncement effects on consumer purchase intention or not.In the second stage,we put a further explore that the clarity of the preannouncement information how to effect on consumer purchase intention.With the market signaling theory,we put the preannouncemnt information as market signals.Consumers' signal interpretation process will also been effected on the brand awareness(signal sender characteristics),consumer innovativeness and consumer brand preference(signal receiver characteristics).This paper reviews relevant research literature on the new product preannouncement,consumers purchase intention,brand awareness,consumer innovativeness,brand preference.This paper takes market signaling theory as the research foundation,consumers as a target aduience,stuying the new product preannouncement effect on the successful prelaunch of new products.In this paper,using the experimental research method,and uesing smart mobilephones for experimental products,designed three descriptive situational simulation experiments to related hypotheses,which experiment 1 verify the basic assumptions of the first stage,experiment 2 and experiment 3 veify the assumptions of the second phase of the study.In this paper,we ues questionnaires to collect experimental datas and use SPSS 17.0 statistical software to analyze the experimental datas,obtained the following conclusions:(1)New product preannouncement has positive effect on consumer purchase intention.And no matter what level of brand awareness,the new product preannouncement will enhance the consumer purchase intention.(2)The clarity of preannouncement information has positive effect on consumer purchase intention,also brand awareness and consumer innovativeness will strengthen the influence level of the clarity of preannouncement information to purchase intention,and with the increasing of brand awareness,the positive moderating effect of consumer innovativeness will gradually weaken or even disappear.(3)Consumer brand preference will weaken the positive effect that the clarity of preannouncement information on the consumer purchase intention.Based on the experimental research,this paper puts forward the practical marketing suggestions for the enterprise to develop the new product prannouncement strategy.