신제품 프리어나운싱 전략에서의 메시지 효과 제고방안 - 메시지특성과 혁신소비자 특성의 적합성 확립을 중심으로

Abstract

New product preannouncing strategies make a major role of increasing likelihood of new product success in high-tech markets in which life cycles of products are extremely short. By preannouncing information on a new product, high-tech marketers can induce innovators to delay their purchases and wait till the new product is available. To effectively achieve such a strategic goal, preannouncing messages should appeal to innovators. From this point of view, this study develops message types of new product preannouncing that match the mind of innovators, and empirically test whether those messages actually invoke favorable consumer responses. Considering the fact that no research has been done in Korea regarding new product preannouncing, we expect that this study will be able to stimulate further studies on this area, and Korean high-tech marketers use the results of this study in developing effective new product preannouncing strategies.