Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of New Product Preannouncing Convergence Strategy on Attitude and Judgement Using Facebook Brand Fan Page

페이스북 브랜드 팬 페이지를 활용한 신제품 프리어나운싱 융합전략이 태도와 판단에 미치는 효과

  • Han, Kwang-Seok (Dept. of Advertising & Public Relations, Namseoul University) ;
  • Cho, Jae-Hyun (Dept. of MassMedia & Communication, Daejin University)
  • 한광석 (남서울대학교 광고홍보학과) ;
  • 조재현 (대진대학교 미디어커뮤니케이션학과)
  • Received : 2017.01.19
  • Accepted : 2017.03.20
  • Published : 2017.03.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study empirically examines the differences in attitude and memory effect according to the product knowledge (high knowledge / low knowledge) and temporal distance (near future / far future) in the new product preannouncing strategy of companies through Facebook Respectively. Experiments were conducted by inserting the experiment into a virtual web browser using Facebook 's actual brand fan page and then connecting the experiment to the experimental banner site. As a result of research, when preannouncing new products are released in the near future, low knowledge consumers have made judgments of purchasing decisions because GRM judgments are more favorable than property information (ARM) judgments, but preannouncing is a new product At the time of launch, highly-knowledgeable consumers had a positive effect on the property information (ARM) judgment of the product rather than the comprehensive information (GRM) judgment. In addition, when preannouncing was introduced in the near future, the attitudes of the products between the low-knowledge consumers and the high-knowledge consumers were all positive, but when the new products were launched in the distant future, Product attitude was negative.

본 연구는 페이스북을 통한 기업들의 신제품 프리어나운싱 전략에 있어 제품에 대한 사전지식(고지식/저지식)X시간적 거리(가까운 미래/ 먼 미래)에 따라 태도와 기억 효과에 어떠한 차이가 나타나는지를 실증적으로 연구하였다. 실험은 페이스북의 실제 브랜드 팬 페이지를 이용하여 실험물을 가상의 웹 브라우져에 삽입 후 실험물 배너 사이트를 누르면 실험물 접속하도록 조작하였다. 연구 결과, 프리어나운싱이 가까운 미래에 신제품이 출시될 때 저지식 소비자들은 제품에 대한 종합적인 정보(GRM) 판단이 속성정보(ARM) 판단보다 긍정적으로 작용하여 구매 판단을 하였으나 프리어나운싱이 먼 미래에 신제품이 출시될 때 고지식 소비자들은 제품에 대한 속성정보(ARM) 판단이 종합적인 정보(GRM) 판단보다 긍정적으로 작용하였다. 또한 프리어나운싱이 가까운 미래에 신제품이 출시될 때 저지식 소비자들과 고지식 소비자들 간에 제품에 대한 태도가 차이가 없이 모두 긍정적이었으나 먼 미래에 신제품이 출시될 때 저지식 소비자들과 고지식 소비자들 모두 제품 태도가 부정적이었다.

Keywords

References

  1. D. I. Tak, "A Study on The Inluence of Convergence Benefit of Facebook Fan Page in Brand Attachment and Brand Commitment," Journal of the Korea Convergence Society , Vol. 6, No. 9, pp. 199-206, 2015. https://doi.org/10.15207/JKCS.2015.6.5.199
  2. J. Eliashberg T. S. Ponertson, "New Product Preannouncing Behavior: A Market Signaling Study", Journal of Marketing Research, Vol. 25, No. 3, pp. 282-292, 1988. https://doi.org/10.2307/3172530
  3. Wu, Y, S. Balasubramanian, V. Mahajan, "When is a Preannounced New Product Likely to be Delayed", Journal of Marketing, Vol. 68, No. 2, pp. 101-113, 2004. https://doi.org/10.1509/jmkg.68.2.101.27792
  4. C. Kohli, "Signaling New Product Introduction: A Framework Explaining the Timing of Preannouncement", Journal of Business Research, Vol. 46, No. 1, pp. 45-56, 1999. https://doi.org/10.1016/S0148-2963(98)00041-1
  5. E. L. Negard-Assayag, D. Manceau, "Modeling the Impact of Product Preannouncement in the Context of Indirect Network Externalizes", International Journal of Research in Marketing, Vol. 18, pp. 203-219, 2001. https://doi.org/10.1016/S0167-8116(00)00031-8
  6. N. Liberman, Y. Trope, "The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions: A Test of Temporal Construal Theory", Journal of Personality and Social Psychology, Vol. 75, pp. 5-18, 1998. https://doi.org/10.1037/0022-3514.75.1.5
  7. B. Lilly, R. Walters, "An Exploratory Examination of Retaliatory Preannouncing", Journal of Marketing Theory and Practice, Vol. 8, No. 4, pp. 1-9, 2000.
  8. Y. Trope, N. Liberman, "Temporal Construal a Time-Dependent Changes in Preference", Journal of Personality and Social Psychology, Vol. 79, pp. 876-889, 2000. https://doi.org/10.1037/0022-3514.79.6.876
  9. Y. Trope, N. Liberman, "Temporal Construal a Time-Dependent Changes in Preference", Temporal Construal Psychological Review, Vol. 110, No. 3, pp. 430-421, 2003.
  10. Wright, Peter, Barton Weitz, "Time horizon Effects on Product Evaluation Strategies," Journal of Marketing Research, Vol. 14, No. 4, pp. 429-443, 1977. https://doi.org/10.2307/3151184
  11. K. S. Han, H. K. Chin, M. H. Lee, "Influence of Engagement and Interactivity Level on Accessibility and Diagnosticity in Smart Signage," International Journal of Digital Content Technology and its Applications, Vol. 7, No. 11, pp. 319-325, 2013. https://doi.org/10.4156/jdcta.vol7.issue11.40
  12. Eunsun Lee, YeoJung Kim, Jungsun Ahn, "Effects of Brand Self-Disclosure and User Social Connectedness on Response to Facebook Brand Fan Pages", International Journal of Contents, Vol. 13, No. 8, pp. 60-71, 2013.
  13. S. H. Lee, D. W. Lee, "Actual Cases for Smart Fusion Industry based on Internet of Thing", Journal of the Korea Convergence Society , Vol. 7, No. 2, pp. 1-6, 2016. https://doi.org/10.15207/JKCS.2016.7.2.001
  14. Lipsman, G. Mudd, M. Rich, and S. Bruich, "The Power of "Like" How Brands Reach (and Influence) Fans Through Social-Media Marketing", Journal of Advertising, Vol. 52, No. 2, pp. 40-52, 2011.
  15. L. S. Kim, "Convergence of Information Technoogy ans Corporate Strateyr", Journal of the Korea Convergence Society, Vol. 6, No. 6, pp. 17-26, 2015. https://doi.org/10.15207/JKCS.2015.6.6.017