벤처창업연구 (Asia-Pacific Journal of Business Venturing and Entrepreneurship)

  • 제18권5호
  • /
  • Pages.1-16
  • /
  • 2023
  • /
  • 1975-7557(pISSN)
  • /
  • 2671-9509(eISSN)
한국벤처창업학회 (The Korean Society of Business Venturing)
권호 표지

프리어나운싱 정보속성이 스타트업 신제품 구매의도에 미치는 영향에 관한 연구: 확장된 통합기술수용이론(UTAUT2)을 중심으로

A Study of the Influence of Start-up New Product Preannouncing Information Attributes on Purchase Intention: Focused on UTAUT2

  • 한병철 (세종창조경제혁신센터 창업보육팀) ;
  • 유재현 (고려대학교 융합경영학부 디지털경영전공)
  • Byung-chul Han (Sejong Center for Creative Economy & Innovation) ;
  • Jae-Hyun You (Division of Convergence Business, Korea University)
  • 투고 : 2023.09.11
  • 심사 : 2023.10.12
  • 발행 : 2023.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

스타트업은 독창적인 아이디어를 상품화하여 이윤을 만들어내는 것을 목적으로 하는 조직으로 스타트업의 신제품이 어떻게 시장에 정착할 수 있으며, 지속가능한 성장을 만들어 낼 수 있는가에 대한 연구는 스타트업의 성공에 중요한 요소라고 할 수 있다. 기존 연구에서 신제품의 시장진출 및 마케팅에 대한 연구는 다양한 방면에서 진행되었으나, 기업의 규모가 대부분 대기업이나 중소기업에 맞춰져 있어, 스타트업 관점에서의 신제품 마케팅 전략에 대한 연구는 부족했다고 볼 수 있다. 이에, 본 연구에서는 상대적으로 인지도나 인프라가 열악한 스타트업의 신제품이 어떻게 시장에서 주목을 받을 수 있는가와 이러한 주목이 스타트업의 지속가능한 성장에 어떻게 영향을 미치는 지에 관하여 프리어나운싱 마케팅 전략 활용의 관점에서 그 실효성을 분석하고자 하였다. 특히, 스타트업 신제품에 대한 프리어나운싱 마케팅 전략에서 고객경험을 향상시키는 수단으로서의 관련성, 생동감, 새로움 등의 정보 특성 요인이 확장된 통합기술수용이론의 주요 변수인 성과기대와 쾌락적 동기 하에서 고객의 구매의도에 어떠한 영향을 미치는지를 규명하고자 하였다. 연구를 수행한 결과, 스타트업 프리어나운싱 정보의 속성 중 관련성, 생동감, 새로움이 확장된 통합기술수용이론의 성과기대, 쾌락적 동기에 긍정적인 영향을 주는 것으로 나타났으며, 성과 기대와 쾌락적 동기는 프리어나운싱 된 스타트업 신제품 구매의도에 긍정적인 영향을 미치고 있음이 나타났다. 이러한 연구결과는 신제품 프리어나운싱 마케팅 전략을 활용하여 신규 시장에 진출하는 스타트업에게 고객의 구매의도에 영향을 미치는 주요 요인을 제시하여, 스타트업이 마케팅 전략을 수립할 때 적용할 수 있는 실무적인 시사점을 제공할 수 있을 것으로 기대한다.

Due to imbalances in supply and demand within the labor market, start-ups have emerged as crucial players in the generation of high-quality employment opportunities, particularly in stagnant job markets. In response to this trend, governments are allocating substantial financial and human resources to initiatives that support start-up development. This has led to an increasing rate of engagement in start-up ventures across diverse age groups, not limited to younger individuals. Start-ups are enterprises focused on the commercialization of innovative ideas with the aim of achieving profitability in the marketplace. Research concerning the successful market integration of new products and the attainment of sustainable growth is pivotal. Such research is instrumental not only for the success of start-ups but also for realizing the broader social functions and contributions that these enterprises can offer. Previous research has often examined new product market-entry strategies, often referred to as new product marketing, particularly for large companies and SMEs. However, there is a gap in studies focusing on prototype marketing strategies specific to start-ups. Thus, this study aims to examine the impact of Pre-announcing marketing strategies on the market attention garnered by start-ups with low recognition and limited infrastructure, and how such attention contributes to their sustainable growth. Specifically, the study aims to uncover the causal relationship between information attributes like relevance, vividness, and novelty in building customer relationships, and their impact on purchase intentions influenced by performance expectations and hedonic motivations. In terms of Pre-announcing information attributes, relevance, vividness, and novelty positively influence performance expectations and hedonic motivations as outlined in the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). These factors, in turn, positively impact the purchase intention for pre-announced new products from start-ups. These findings are expected to provide both theory and practical insights into the factors influencing market entry through the use of Pre-announcing marketing strategies for start-up new products.

키워드

참고문헌

  1. Aaker, D. A.(1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  2. Aaker, M., & McReynolds, P.(1967). The Need for Novelty: A Comparison of Six Instruments. Psychological Record, 17, 177-182.
  3. Ahn, G. H., & Kim, B. K.(2017). Innovation Capabilities and Performance in Korean SMEs. Journal of Industrial Innovation, 33(1), 153-176.
  4. Amabile, T. M.(1988). A model of creativity and innovation in organization. Research in Organizational Behavior. 10(1), 123-167.
  5. Baker, W. E., & Sinkula J. M.(1999). The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance. Journal of the Academy of Marketing Science, 1(10), 411-427. https://doi.org/10.1177/0092070399274002
  6. Barry, L. B., Jain, S., & Rao, A. G.(2001). Truth or Consequences: An Analysis of Vaporware and New Product Announcements. Journal of Marketing Research, 38(1), 3-13.
  7. Benbasat, I., & Dextor, A. S.(1986). An Investigation of the Effectiveness of Color and Graphical Information Presentation Under Varing Time Constraints. MIS Quarterly, 59-83.
  8. Bezjian, A., Calder. B. & Lacobucci. D.(1988). New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Research, 38, 23-32.
  9. Blank, S.(2013). Why the lean start-up changes everything. Harvard business review, 91(5), 63-72.
  10. Byun, C. G., & Ha, H. H.(2020). An Exploratory Study on Successful Factors of Entrepreneurial Marketing in Start-up. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(2), 183-192.
  11. Chung, B. G.(2018). Comparative Analysis of Technology Acceptance Model: Focusing on UTAUT1 and UTAUT2. Journal of Venture Innovation, 1(2), 109-121. https://doi.org/10.22788/1.2.8
  12. Cho, H. Y.(2022). The Relationship between the Multi-Dimensional Characteristic of Trust and Trust Factors in Crowdfunding Platforms. Korean Management Consulting Review, 22(4), 331-341.
  13. Cho, W. S., & Jo, M. S.(2010). The structural relationship between on-line word of mouth, trust, acceptance of word of mouth and intention of family restaurant visit on the Family Restaurant. Journal of Tourism Management Research, 14(2), 181-199.
  14. Choi, W. S., Kang, D. Y., & Choi, S. M.(2017). Understanding Factors Influencing Usage and Purchase Intention of a VR Device: An Extension of UTAUT2. Information Society & Media, 18(3), 173-208.
  15. Choi, W. S., Nah, K.(2014). The Holistic Startup Business Model Development for Designers who lead the Creative Economy - Focused on Lean Startup. Journal of Industrial Design Studies, 8(3), 27-34.
  16. Cotte, J., Chowdhury, T. G., Ratneshwar, S., & Ricci, L. M.(2006). Pleasure or utility? Time planning style and web usage behaviors. Journal of Interactive Marketing, 20(1), 45-57. https://doi.org/10.1002/dir.20055
  17. Daume, J., & Huttl-Maack, V.(2020). Curiosity-inducing advertising: how positive emotions and expectations drive the effect of curiosity on consumer evaluations of products. International Journal of Advertising, 39(2), 307-328. https://doi.org/10.1080/02650487.2019.1633163
  18. Davis, F. D.(1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
  19. Deshpande, R., & Zaltman, G.(1982). Factor Affecting the Use of Marketing Research Information. Journal of Marketing Research, 19(1), 14-31. https://doi.org/10.1177/002224378201900102
  20. Dennehy, D., Kasraian, L., O'Raghallaigh, P., Conboy, K., Sammon, D., & Lynch, P. (2019). A Lean Start-up approach for developing minimum viable products in an established company. Journal of Decision Systems, 28(3), 224-232.
  21. Drucker, P. F.(1985). Innovation and Entrepreneurship: Practice and Principles. New York: Harper and Row.
  22. Eliashberg, J., & Robertson T. S.(1988). New Product Preannuncing Behavior: A Market Signaling Study. Journal of Marketing Research, 25(8), 282-292. https://doi.org/10.1177/002224378802500305
  23. Elsbach, K. D., & Elofson G.(2000). How the Packaging of Decision Explanations Affects Perceptions of Trustworthiness. Academic Management, January, 43(1), 80-90. https://doi.org/10.2307/1556387
  24. Fang, J., Chen, L., Wang, X., & George, B.(2018). Not all posts are treated equal: An empirical investigation of post replying behavior in an online travel community. Information & Management, 55(7), 890-900. https://doi.org/10.1016/j.im.2018.04.003
  25. Farrell, J., & Saloner, G.(1986). Installed Base and Compatibility: Innovation, Product Preannouncements, and Predation. The American Economic Review, 73(5), 940-955.
  26. Farquhar, P. H., & Partkanis, A. R.(1993). Decision Structuring with Phantom Alternatives. Management Science, 39(10), 1214-1226.
  27. Flavian, C., Gurrea, R., & Orus, C.(2017). The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch. Telematics and Informatics, 34(8), 1544-1556. https://doi.org/10.1016/j.tele.2017.07.002
  28. Fornell, C., & Larcker, D. F.(1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388.
  29. Han, K. S., & Cho, J. H.(2017). The Effect of New Product Preannouncing Convergence Strategy on Attitude and Judgement Using Facebook Brand Fan Page. Journal of the Korea Convergence Society, 8(3), 163-168.
  30. Hirschman, E. C.(1980). Innovativeness, Novelty Seeking, and Consumer Creativity. Journal of Consumer Research, 7(3), 283-295. https://doi.org/10.1086/208816
  31. Hischman, E. C., & Holbrook, M. B.(1982). Hedonic Consumption Emerging Concepts, Models, and Proposition. Journal of Marketing, 46, 92-101.
  32. Hoffman, D., & Novak, T. P.(1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60, 50-68. https://doi.org/10.1177/002224299606000304
  33. Jaworski, B. J., & Kohli, A. K.(1993). Market Orientation: Antecedents and Consequence. Journal of Marketing, 57(7), 53-70. https://doi.org/10.1177/002224299305700304
  34. Jensen, J. D., King, A. J., Carcioppolo, N. & Davis, L.(2012). Why are tailored messages more effective? A multiple mediation analysis of a breast cancer screening intervention. Journal of Communication, 62(5), 851-868. https://doi.org/10.1111/j.1460-2466.2012.01668.x
  35. Jeon, H. M., & Choi, H. M.(2017). Consumer's Acceptance on Mobile Delivery App Service: Focused on UTATU2. FoodService Industry Journal, 13(1), 67-82. https://doi.org/10.22509/KFSA.2017.13.1.006
  36. Jeong, D. Y.(2022). A Study on Consumer Behavior on Online Luxury Platforms using the Unified Theory of Acceptance and Use of Technology: Focusing on the Extended UTAUT(2) Theory. Fashion & Textile Research Journal, 24(4), 386-398. https://doi.org/10.5805/SFTI.2022.24.4.386
  37. Jeong, E. Y.(2019). A study on the intention to reuse mobile airline application: An application of the unified theory of acceptance and use of technology 2(UTAUT 2) model. Journal of Tourism Management Research. 23(2), 719-735. https://doi.org/10.18604/tmro.2019.23.2.34
  38. Ji, Y. H., & Park, T. S.(2018). A study on the purchase intention of mobile hotel reservation services in OTA using Unified Theory of Acceptance and Use of Technology (UTAUT): Verification of the moderating effect of personal innovativeness. Korean Journal of Hospitality & Tourism, 27(7), 217-233.
  39. Jung, H. S.(2000). A Study on Characteristics of New Product Preannouncing Strategy. ASIA MARKETING JOURNAL, 2(4), 1-12.
  40. Jung, H. S.(2003). A Study of New Product Preannouncing Advertising: Conceptual Overview and Empirical Analysis on Consumer Innovativeness and Responses. The Korean Journal of Advertising, 14(2), 185-208.
  41. Jung, H. S.(2011). Signaling Quality with New Product Preannouncements: Vaporware and the Role Reference Quality. Journal of Business Research, 64(11), 1251-1258. https://doi.org/10.1016/j.jbusres.2011.06.032
  42. Kang, S. H., & Kim H. K.(2016). A Study on the User's Acceptance and Use of Easy Payment Service -Focused on the Moderating Effect of Innovation Resistance-. Management & Information Systems Review, 35(2), 167-183.
  43. Kang, S. Y., Kim, I. S., & Kim, H. J.(2020). The Effect of Attribute Positioning on Consumer's Diagnosticity and Purchase Intension: Focused on Pre-announcing Ad of High-tech Product. The Korean Journal of Advertising, 31(6), 129-155. https://doi.org/10.14377/KJA.2020.8.31.129
  44. Kim C. H., & Hwang, E. R.(1997). The relationship between the characteristics of word of mouth information and the word of mouth effect. Advertising Research, (35), 55-77.
  45. Kim, C. R., Lee, E. J., & Kwon, O. B.(2001). Impact of Web Design Factors On Web: Based Auction Bidding. Korean Journal of Marketing, 16(2), 17-47.
  46. Kim, G. J.(2009). A Study on Acceptance Factor of Digital Multimedia Broadcasting. Korean Journal of Journalism & Communication Studies, 53(3), 296-323.
  47. Kim, J., & You, J. H.(2021). Influences of Metaverse's Characteristic Factors over Perceived Value and Continuance Intention. Journal of Industrial Economics and Business, 34(6), 1339-1362. https://doi.org/10.22558/jieb.2021.12.34.6.1339
  48. Kim, J., & You, J. H.(2022). Metaverse's Characteristic Factors Affecting Word-of-Mouth Intention: Focused on Flow and Satisfaction. Knowledge Management Research, 23(2), 99-122.
  49. Kim, J. H., Kim, M., Park, M., & Yoo, J.(2021). How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence. Journal of Research in Interactive Marketing, 15(3), 502-525.
  50. Kim, Y. E., & Yi, H. T.(2023). The Effects of Organizational Orientation Factors of Startups on B2B Marketing Capability, Competitive Advantage and Corporate Performance: Moderating Effect of Government Support Projects and Startups Growth Stage. Journal of channel and retailing, 28(3), 91-134. https://doi.org/10.17657/jcr.2023.7.31.5
  51. Koku, P. S.(1998). Information Management and the Profitability of Firms in the Field of Medical Technology. International Journal of Technology Management, 15(3-5), 322-335. https://doi.org/10.1504/IJTM.1998.002614
  52. Kreuter, W. M., & Wray, R. J.(2003). Tailored and Targeted Health Communication: Strategies for Enhancing Information Relevance. American Journal of Health Behavior, 27(1), 227-232.
  53. Lee, M. C., Chen, B. L., & Kim, J. H.(2013). The Effect of Smart Phone Preannouncing Advertising: Focusd on Advertising Appeal Type, Regulatory Focus and Product Innovativeness. Advertising Research, 96, 137-171.
  54. Lee, H. H., Hwang, B. Y., & Gong, C. H.(2017). A Study on the Factors that Determine the Initial Success of Start-Up. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(1), 1-13.
  55. Lee, H. Y., & Park, K. I.(2020). Spread of Japanese hardware startups (manufacturing ventures) and win-win cooperation with small and medium-sized manufacturing industries. Trade Focus, 44, 1-33.
  56. Lee, S, H., & Noh, S. H.(2014). A study on the success factors of ICT Convergence type-specific start-up enterprise: mainly the case study. Journal of Digital Convergence, 12(12), 203-215.
  57. Lee, T. Y., & Heo, C. M.(2019). A Study on the Influence of Acceptance Factors of ICT Convergence Technology on the Intention of Acceptance in Agriculture: Focusing on the Moderating Effect of Innovation Resistance. Journal of Digital Convergence, 17(9), 115-126.
  58. Lee, Y. S., Lee, S. J., & Shin, H. J.(2018). An Investigation of Entrepreneurial Motivation and Job Creation by New Business Establishments in Seoul. Korean Management Review, 47(4), 783-805.
  59. Lee, W. J., & Song, Y. T.(2005). The Effect of Interactivity and Flow on Acceptance Intention of Preannounced mobile phone supporting DMB Service. Telecommunications Review, 15(5), 723-737.
  60. Le Nagard-Assayag, E., & Manceau, D.(2001). Modeling the impact of product preannouncements in the context of indirect network externalities. International Journal of Research in Marketing, 18(3), .203-219. https://doi.org/10.1016/S0167-8116(00)00031-8
  61. Lilly, B., & Walters, R.(1997). Toward a Model of New Product Preannouncement Timing. Journal of Product Innovation Management, 14(1), 4-20. https://doi.org/10.1111/1540-5885.1410004
  62. Lim, H. G., Choi, W. I., & Kim, S. J.(1998). A Study on Difference of New Product Preannouncement as Size of Corporates. Korean Jouranl of Business Administration, (19), 521-547.
  63. Martins, C. I.(2013). Exploring digital music online: user acceptance and adoption of online music services. Doctoral dissertation, Universidade de Lisboa(Portugal).
  64. Ministry of SMEs and Startups(2022). Annual Start-up Busines s Trends Announcement. Retrieved (2023. 04. 08) from https://blog.naver.com/bizinfo1357/222655906269.
  65. Moenaert, R. K., & Souder, W. M.(1990). An Analysis of the Use of Extrafunctional Information by Rand D and Marketing Personnel: Review and Model. Journal of product Innovation Management, 7, 213-229. https://doi.org/10.1111/1540-5885.730213
  66. Nisbett, R. E., & Ross, L.(1980). Human Inference: Strategies and Shortcomings of Social Judgement. Englewood Cliffs, NJ, Prentice-Hall.
  67. Oh., J. C.(2010). Factors of Internet Service Acceptance: A Revaluation of UTAUT Model. Korean Management Review, 39(1), 55-79.
  68. Ong, J., Poong, Y. S., & Ng, T. H.(2008). 3G services adoption among university students: Diffusion of innovation theory. Communications of the IBIMA, 3, 114-121.
  69. Park, S. W., Kim, Y. J., & Song, I. B.(2022). Effect of start-up support projects on the performance of start-up companies: Focusing on companies that benefit from start-up support projects. Journal of the Korean Entrepreneurship Socieity, 17(2), 215-236.
  70. Park, S. Y., & Cho, H. S.(2021). Determinants Affecting Mass Production of Global Start-up: Focusing on Hardware Start-up Prototypes. International Commerce and Information Review, 23(3), 293-316.
  71. Porter, C. E., & Donthu, N.(2006). Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics. Journal of Business Research, 59, 999-1007. https://doi.org/10.1016/j.jbusres.2006.06.003
  72. Rabino, S., & Moore, T. E.(1989). Managing New Product Announcements in the Computer Industry. Industrial Marketing Management, 18, 35-43.
  73. Raman, A., & Don, Y.(2013). Preservice teachers' acceptance of learning management software: An application of the UTAUT2 model. International Education Studies, 6(7). 157-164.
  74. Raymond, G.(1985). Easy Numbers. Journal of marketing, 138(8), 180-181.
  75. Rhee, D. Y., & Ha, K. S.(2014). The Effect of New Product Development Activity on New Product Development Performance. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 9(6), 183-198. https://doi.org/10.16972/apjbve.9.6.201412.183
  76. Robertson, T., Eliashberg, J., & Talia R.(1995). New Product Announcement Signals and Incumbent Reactions. Journal of Marketing, 59(3), 1-15. https://doi.org/10.1177/002224299505900301
  77. Roh, M. J.(2015). Effects on Usefulness of Personalized Advertising upon Perceived Relevance and Inferences of Manipulative Intent: The Moderating Effect of Privacy Invasion Experiences. Journal of Marketing Studies, 23(3), 25-52.
  78. Seol, D. C., & Park, C. W.(2020). A Study on the Factors Influencing Technology Innovation Capability on the Knowledge Management Performance of the Company: Focused on Government Small and Medium Venture Business R&D Business. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(4), 193-216.
  79. Seol, M. H., & Choi, J. I.(2022). An Exploratory Study on the Social Value of Start-Up: Focusing on the Start-Up Support System. Journal of the Korean Entrepreneurship Socieity, 17(2), 171-188.
  80. Son, H. J., Lee, S. W., & Cho, M. H.(2014). Influential Factors of College Students' Intention to Use Wearable Device: An Application of the UTAUT2 Model. Korean Journal of Communication & Information, 7-33.
  81. Song, Y. T.(2007). The effects of preannouncement on word of mouth diffusion in online community: investigating the influence of the characteristics of preannouncing information. Doctoral thesis, Seoul National University Graduate School.
  82. Song, Y. T.(2008). The Effects of Information Characteristics to Word of Mouth Diffusion Activities under Preannouncing Context: Focusing on On-line Community. Journal of Industrial Innovation, 24(3), 65-89.
  83. Stell, R., & Paden, N.(1999). Vicarious Exploration and Catalog Shopping: a Preliminary Investigation. Journal of Consumer Marketing, 16(4), 332-346. https://doi.org/10.1108/07363769910277120
  84. Steuer, J.(1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73-93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
  85. Sundar, S. S., & Kalyanaraman, S.(2004). Arousal, memory, and impression-formation effects of animation speed in web advertising. Journal of Advertising, 33(1), 7-17. https://doi.org/10.1080/00913367.2004.10639152
  86. Sundstrom, M., Hjelm-Lidholm, S., & Radon, A.(2019). Clicking the boredom away: Exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, 47, 150-156. https://doi.org/10.1016/j.jretconser.2018.11.006
  87. Sutanto, J., Palme, E., Tan, C. H., & Phang, C. W.(2013). Addressing the personalization-privacy paradox: An empirical assessment from a field experiment on smartphone users. MIS quarterly. 37(4), 1141-1164. https://doi.org/10.25300/MISQ/2013/37.4.07
  88. Van de Ven, A. H., & Ferry, D. L.(1980). Measuring and assessing organizations. John Wiley & Sons.
  89. Venkatesh, V., & Davis, F. D.(2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  90. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D.(2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478.
  91. Venkatesh, V., Thong, J. Y., & Xu, X.(2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 157-178.
  92. Wang, C. L.(2021). New frontiers and future directions in interactive marketing: inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), 1-9. https://doi.org/10.1108/JRIM-03-2021-270
  93. Wang, X., Liu, Y., Wang, S., & Chen, H. A.(2022). Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth. Journal of Retailing and Consumer Services, 65, 102847.
  94. Webster, J., & Martocchio, J. J.(1982). Micro Computer Playfulness: Development of a Measure with Workplace Implications. MIS Quarterly, (16)2, 201-226. https://doi.org/10.2307/249576
  95. Wilton, P. C., & J. G. Myers(1986). Task, Expectancy, and Information Assessment Effects in Information Utilization Processes. Journal of Consumer Research, 12(3). 469-485. https://doi.org/10.1086/208531
  96. Womack, J. P., Jones, D. T., & Roos, D.(1991). The machine that changed the world: How Japan's secret weapon in the global auto wars will revolutionize western industry. New York: HarperPerennial.
  97. Wu, Y., Balasubramanian, S., & Mahajan, V.(2004). When Is a Preannounced New Product Likely to Be Delayed. Journal of Marketing, 68(4), 101-113. https://doi.org/10.1509/jmkg.68.2.101.27792
  98. Yoon, A. R., & Jung, H. S.(2022). An Empirical Verification Study of Delay Effects and Disconfirmation Effects. Journal of Product Research, 40(2), 89-93.
  99. Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y.(2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522-543. https://doi.org/10.1108/IntR-12-2016-0377