| Author: | Ng, Ka Po Winnie |
| Title: | Driving product sales of luxury digital products by focusing on customer values and nextopia effect in product prelaunch announcement – two perspectives from product launcher and customer’s reactions |
| Advisors: | Cho, Vincent (MM) |
| Degree: | D.B.A. |
| Year: | 2021 |
| Subject: | Luxuries Luxuries -- Marketing Selling -- Luxuries Brand name products -- Management Branding (Marketing) Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | vi, 148 pages : color illustrations |
| Language: | English |
| Abstract: | Driving by the increasing trend of the product prelaunch activities phenomenon, this research investigates the determinants behind product sales in a comprehensive way from both firms' perspectives as well as customers' reactions to firms' product prelaunch events. This research riding on Signalling Theory and the "Nextopia" customer psychological effects (Positive Uncertainty, Optimistic Bias, Affective Forecasting), identifies the widely adopted framework of customer values that impacts product sales and the "Nextopia" effects of direct impact and moderation of the relationships between customer values and purchase decision. Study 1 (the firms' perspectives) analyses the essential words of the scripts of Apple Inc. product prelaunch events from 2006–2019. Study 2 (the consumers' perspectives) utilises the quantitative survey with 324 valid response questionnaires to understand the customer values and psychological effects that impact purchase intentions. Both studies find that product Functional / Instrumental and Experiential / Hedonic of customer values drive product sales, but not Symbolic/ Expressive value or Cost / Sacrifice value. Study 1 finds that induced Affective Forecasting message negatively moderates Cost / Sacrifice value impacting on product sales. Study 2 results that in addition to previously said customer values, customer psychology – Optimistic Attitude is a key driver for purchase intentions and marginally of positive thoughts. However, if the prelaunched product induces too many thoughts towards the product features, consumers may diminish their purchase intentions. In addition to the theoretical contributions, this research provides practical guidelines of how to tone the product prelaunch speech to maximise the sales (or consumers' purchase intentions) of the to-be-released products through this in-depth study. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6031.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.32 MB | Adobe PDF | View/Open |
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