Search results

Although consumers are viewed as one of the important target groups of new product preannouncements (NPPs), little existing literature focuses on the NPP's consequences from consumer perspective. To fill up this research gap, this paper explores how a NPP signal influences consumer purchase intention and how its influences vary across consumers.

Based on a scenario‐based survey with different new cellular phone preannouncement contexts, this paper examines impacts of brand, prior vaporware history, and innovativeness conveyed by NPP signals, as well as consumer characteristics, on purchase intentions. A logit regression and a hierarchical Bayesian Logit regression are applied to test effects of NPP signal and consumer factors, respectively.

The empirical results show that consumers may mainly rely on brand and prior vaporware history to decide whether to purchase this new product after it is launched. They are more likely to purchase a preannounced new product with strong brand, or from a company without prior vaporware. The results also demonstrate that the brand and vaporware impacts on purchase intention are moderated by consumer product knowledge, NPP experience, and risk attitude.

Following the competitive signal interpretation process model in signaling theory, this paper first provides and empirically examines an overall framework of NPP impacts on purchase intentions from the consumer perspective, which may contribute to the preannouncement literature. The findings also provide useful insights to help companies to make right NPP decisions.

This research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption guilt and impact their willingness to purchase new products.

We conducted two studies with between-subjects designs to explore this relationship. In Study 1, we examined the correlation between consumers' perceived guilt and their willingness to buy a new product, considering their awareness of the product’s resale potential. Study 2 delved into the aspect of reselling a similar old product already owned by the consumer.

The findings suggest three key insights. First, consumers' awareness of resale potential significantly affects their guilt perception and purchasing decisions. Second, the resale reference price (RRP) can decrease guilt perception but increase the intention to buy a new product. Lastly, when consumers are aware of the resale value of a previously owned product that is similar to the desired new product, the effect of the RRP on their purchasing intent is mediated by consumer guilt.

This research fills a theoretical gap by empirically exploring the emotional motivations behind consumer resale behavior. It presents a novel perspective on how resale activities can shape feelings of guilt and impact purchasing decisions. This offers important implications for understanding the dynamics of consumer behavior in the second-hand market.

This research aims to represent an initial exploration of how partitioned pricing influences consumers’ purchase decisions of new versus used products from the theoretical perspectives of prospect theory and gain/loss decision frames.

Four experiments to test the hypotheses with multiple product categories have been conducted.

Results from a series of experimental studies find that consumers prefer partitioned pricing over all-inclusive pricing for new products, whereas all-inclusive pricing is more preferred for used products. In addition, the authors demonstrate that a high-quality brand can reverse this effect for used products; specifically, consumers prefer partitioned pricing over all-inclusive pricing for a used product with a high-quality brand.

This research contributes to the literature on second-hand consumption by examining the impact of pricing strategies on consumer purchase decisions of new versus used products. This study deepens our understanding of consumer decision-making for new versus used products and it provides implications for bolstering sustainable consumption.

The use of intentions to forecast behavior follows from the assumption that intentions are a strong indicator of an individual's actual purchase behavior. Yet most studies found the relationship between intent and actual behavior varies considerably. The purpose of this study was to explore how marketers should combine expressed measures of intention with other available data to forecast the probability of purchase and thus to set pricing decisions.

Through a two‐stage approach, this study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey, the Vickrey auction method, and logistic regression.

The results found that individuals' attitudes and intentions are strong predictors of actual behavior. However, of particular interest are lower‐purchase‐intention individuals, who acted in line with their expressed willingness to pay more than individuals with higher purchase intentions.

The study was restricted to the investigation of one product. The model should be tested with different styles of wine products purchased on a regular basis.

Most product positioning research focuses on individuals who express high levels of purchase intention, positive attitudes, and positive values. However, basing a wine product's pricing on a high‐purchase‐intention group may lead to an overpriced product and a lack of follow‐through on the part of consumers.

Results suggest a new method to approach purchase intention using a combination of actual purchase data and survey data.

This paper aims to analyze the implications of communicating customer involvement in the ideation and concept stage of new product development (NPD). This paper assesses the extent to which the awareness that a product was co-created jointly by company professional designers and consumers affects observer consumers’ attitudes toward the product and the company. While earlier research has mainly emphasized the positive and desirable consequences of consumer participation in NPD, the present set of studies shows that labeling products as having been co-created is not always valuable; rather, it is dependent on the level of perceived complexity of the products.

The hypotheses are tested in four experimental studies using several categories of product complexity (low, medium and high). The data have been collected on young adult samples, measuring the participants’ perceptions of a firm’s innovation ability and product purchase intentions.

The results suggest that there are benefits at the corporate level (higher perceptions of innovation ability) to inform the market about consumer involvement, particularly when consumers and company professionals work together. The findings also indicate that product complexity plays a critical role in translating the perceptions of greater corporate abilities (innovation) in purchase intention, and it is particularly beneficial for low-complexity products.

The previous research has mainly focused on the impact of involving consumers in firms and participating consumers; however, it has neglected the role of observer consumers. This study adds to the innovation literature by showing that the value of learning about other consumers’ involvement in firm NPD is not universally beneficial and that product complexity is a critical boundary condition.

Marketing researchers currently lack a systematic and empirical understanding of digital social viewing strategies. Drawing on social impact theory, this study aims to investigate if and how firm-initiated digital social viewing strategies (livestreaming vs pre-recorded) influence consumer viewing experiences and consequential behavioral intentions.

A scenario-based experiment was conducted with 462 participants. The study involved social viewing strategies in a new product launch context. Data were analyzed using structural equation modeling.

This study demonstrates that social influence cues (social presence and synchronicity) inherent in a livestreaming strategy induce a more authentic consumer viewing experience than a pre-recorded strategy, which in turn increases consumers’ searching and subscribing intention. However, a company’s social viewing strategy does not moderate the effect of search and subscribe intention on purchase intention.

This study extends the application of social impact theory by showing that social presence and synchronicity impact authentic consumer viewing experiences, which influence consumers’ searching, subscribing and purchasing intention.

This study validates the importance of using social viewing as a viable digital marketing strategy for practitioners. The paper provides marketers ways to increase consumer purchase intention via livestreaming marketing content, particularly for new products.

This study extends the traditional research on social viewing into the realm of digital social viewing. It is among the first to delineate the advantages of both livestreaming and pre-recorded social viewing approaches.

The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand nostalgia and intention to purchase brand extensions, as well as the relationship between self-brand connections and intention to purchase brand extensions.

The study collected data from 458 respondents in India using a cross-sectional survey research methodology. The collected data were analysed in two stages in SPSS, using structural equation modelling and the process macro bootstrapping method.

The study’s results indicate that although brand nostalgia and self-brand linkages exert a favourable impact on intention to purchase brand extensions, this effect is not significant when it comes to brand trust. Brand attachment acts as a moderator between brand nostalgia and the intention to purchase brand extensions. Additionally, brand attachment acts as a moderator between self-brand connections and the intention to purchase brand extensions.

The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention to purchase brand extensions. Additionally, it examines if consumers’ attachment to the parent brand increases or decreases their intention to purchase brand extensions.

Consumer brand nostalgia may be leveraged while introducing brand extensions into the market. What is more, managers could use brand attachment to enhance the impact of brand nostalgia for favourable brand expansion assessments.

To the best of the authors’ knowledge, this is the first research to examine the influence of brand nostalgia and self-brand connections on the intention to purchase brand extensions. Besides, it tests the moderating impact of brand attachment on the relationship between brand nostalgia and intention to purchase brand extensions.

The purpose of this paper is to contribute to the theory concerning visitor motivations, consumer experience and behavioural intentions at rural events; more specifically, it focusses on agricultural shows, which have hitherto been neglected in the events management literature. These events have successfully broadened their visitor base, but not without the attendant challenges for agricultural events’ designers.

The research adopts a quantitative design using a questionnaire survey. The analysis, using a range of statistical procedures, centres on consumer motivation, experience and behaviour in relation to show features and their influence on future behaviour.

The findings of this paper demonstrates the relative importance to the consumer of the show’s various components and their influence on revisitation, which reflect the significance of social, cultural and personal meanings attached to their experiences. This highlights key motivational variables such as appreciating the shows’ traditions and intellectual enrichment.

The study takes a cross-sectional approach, using a non-probability sample at four multi-day royal shows. Future research should establish the external validity of the findings and their applicability to smaller one-day agricultural shows.

The research provides a managerial contribution by informing show designers about the motivations of an increasingly diverse range of visitors. This will facilitate decisions around the engagement of contemporary design while preserving the traditional elements of agricultural shows.

Few studies have looked at rural events and, in particular, agricultural shows. Moreover, previous research in this area has focussed on rural tourism and place making, while consumer behaviour and experience at rural events has been neglected. This paper provides an insight into the consumer experience and perceived importance of various aspects of contemporary agricultural shows.

The purpose of this paper is to establish and test the role of religiosity, ethnicity, individual basic values, and consumer innovativeness in influencing consumer acceptance of novel products. This paper specifically addresses: the driving force of religiosity and ethnicity and mediating roles of individual basic values and consumer innovativeness in influencing acceptance of novel products.

A questionnaire was constructed and distributed to 700 respondents in the urban area of Malaysia based on convenience sampling. The data collected data were analyzed using structural equation modeling.

Findings show that religiosity and ethnicity are the main drivers that influence the acceptance of new products. Specifically, religiosity and ethnicity have negative relationship with openness to change (stimulation, self-direction, and hedonism) and positive relationship with conservation value (traditions and conformity); conservation values have negative effects on consumer innovativeness and acceptance of new products; openness to change values show the positive relationship with innovativeness and acceptance of new products; openness to change and conservation value mediate the relationship between religiosity and consumer innovativeness; conservation value mediates the relationship between ethnicity and consumer innovativeness; and consumer innovativeness mediates the relationship between individual basic values and acceptance of novel products. The model has been able to explain 34 percent of the variance in acceptance of novel products.

Different from previous research that often focussed on demographic and observable (e.g. age, race, religion) antecedents of innovation acceptance, the current research emphasized on the influence of behavioral and psychological characteristics (e.g. religiosity, ethnicity, values and innovativeness) on the consumer acceptance of novel products.

This paper aims to investigate how the strength of a corporate brand influences the adoption of an innovative service, and the main components of the construct: corporate brand (CB).

A real‐world, online, information acceleration experiment was conducted where the marketing mix and competitive environment was held constant for a new service from three different CBs. Respondents indicated their likelihood of buying from each of these and their perceptions of them.

The study finds that there was a significant relationship between CB strength and respondents' likelihood of adoption of the service. The CB construct was found to comprise two factors: conative and cognitive, where the former was more influential on adoption probability.

A limited set of variables commonly associated with brands was taken to be representative of CB. Further research would be needed to more generalise the findings and more fully examine the CB construct for its components.

A competent marketing mix is not sufficient on its own to gain the adoption of an innovative service: a strong CB is influential. The emotive rather than factual associations with the CB may well be a more influential on adoption decisions.

An indication of the scale of the CB effect on innovation adoption is given. CB is indicated to have two components: emotive and factual. Those managing the potential launch of an innovative service and who may have several corporate brands to choose from to use would be aided by this research.