The Influence of Temporal Distance on Consumer’s Uncertainty, Preference and Purchase Intention in New Products Adoption:RNP vs INP, Art vs Non-Art

Abstract

This study is to investigate the temporal distance influences for consumer's responses in the new product adoption, which is based on the construal level theory (CLT). Experiment validity was acquired through the preliminary tests in accordance with preliminary literature study, which was involved with Temporal distance (The Near Future vs. The Distant Future), new products types (RNP vs. INP) and art design (Art vs. Non Art). The third stage experiments including study 1 and study 2 were performed according to the scientific procedures. Stepwise experiment results are as follows. First, study1 about RNPs reveals that consumer’s uncertainty buying a new product seems to be higher in the near future than the distant future, while customer preference shows the similar results. In contrast, purchase intention appears higher in distant future than near future. Second, in study 2 applying art to near future, consumers uncertainty buying new product seems to be lower in the RNP, while the preference applying art to near future shows higher in the RNP. However, purchase intention shows higher in near future than distant future.