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http://dx.doi.org/10.5392/JKCA.2021.21.07.386

A Framework Exploring the Pivotal Role of Preannounced Information Attributes in the Chinese Market: Moderating Effects of Product Knowledge and Product Innovativeness  

Duan, Xiaowei (경희대학교 일반대학원 경영학과)
Lu, Yeqing (Linyi university Department of Electronic Commerce)
Huang, Mengjie (경희대학교 일반대학원 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.7, 2021 , pp. 386-403 More about this Journal
Abstract
Preannouncing a new product to its target audiences has been more and more prevalent in a wealth of industries, particularly industries that attach great importance to the speed of entry. Grounded in market signaling theory, the current research advances a theoretical model that takes full cognizance of the relation between preannounced information about an upcoming product and individual customers' behavioral intentions as well as significant moderating effects of prior product knowledge and new product innovativeness. In response, a web-based survey is conducted for data collection and the structural equation model is utilized for data analysis. Results of this study demonstrate that preannounced new product information attributes (i.e., quantity, clarity) may positively influence consumers' attitudes, in turn, lead to a favorable purchase intention. Moreover, the moderating effects of product knowledge and product innovativeness are also confirmed. Specifically, product knowledge moderates the quantity-attitude relation positively and moderates the clarity-attitude relation negatively, whereas product innovativeness does opposite. Both implications and limitations are also described.
Keywords
New Product; Preannouncements; Information Quantity; Information Clarity; Product Knowledge; Product Innovativeness;
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Times Cited By KSCI : 2  (Citation Analysis)
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