Abstract
This experiment investigates consumers’ responses to postponement of the pre-announced introduction of a new product, and to the manufacturer’s stated reasons for the delay(s), drawing upon the concept of trust violation and on attribution theory. A 2 (frequencies) × 3 (reasons) between-subject factorial design tested the hypotheses. Two-way ANOVA analyzed the results, with purchase intention as the dependent variable. The study finds that the influence of the frequency of delays is contingent upon the reasons given. When firms announce that all or some of the causes have an internal organizational origin, while others relate to external influences, the frequency of delays has a negative impact on purchase intentions. If the reasons relate entirely to external factors, there is no significant negative impact.
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Ku, HH. (2013). Exploring Consumers’ Responses to Delayed Introduction of a New Mobile Phone. In: Rau, P.L.P. (eds) Cross-Cultural Design. Cultural Differences in Everyday Life. CCD 2013. Lecture Notes in Computer Science, vol 8024. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39137-8_5
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DOI: https://doi.org/10.1007/978-3-642-39137-8_5
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