The Influence of Introduction Strategies for Product Upgrades on Consumer Involvement and Purchasing Decisions

In this study, we examined iPad users in order to explore companies' introduction strategies for the product upgrades of consumer electronics. Introduction strategies for product upgrades comprise three variables: (1) creating a gap between the preannouncement and release date; (2) varying the time intervals between upgrades; and (3) controlling the number of upgrades. We simulated eight scenarios where companies' introduction strategies for product upgrades were manipulated using these three variables. We discovered that introduction strategies have a significant influence on consumer involvement. Specifically, we found that involvement with products and purchasing situations has a significant positive influence on the purchasing decisions of first-time and return customers, and that advertisements had no significant influence on these same customers' purchasing decisions. The experiment also indicated that the intervals between upgrades, the number of upgrades, and the gap between preannouncements and release dates indeed result in differential consumer involvement and purchasing decisions.