New Product Online Communication Strategy Research

With the rapid development of the Internet,online shopping has become the mainstream way for people to shop.In the era of digital economy,new products are released and sold through the Internet platform.How to accept and adopt new products by consumers has always been one of the most concerned issues for enterprises.The main purpose of this research is to explore what online communication style can promote consumer adoption of new products and help companies improve their reputation and brand image through online communication.This study will carry out specific research from the following three aspects:First,through the literature review,which related to new products,online communication,perceived risk and social presence is compiled.From the degree of innovation of new products,it is divided into innovative and progressive new products.And the related research on anthropomorphic communication is sorted out.Based on the previous research,the theoretical model and research hypothesis are proposed.Secondly,based on perceived risk,social presence and new product adoption as the dependent variable,four different questionnaires were used to empirically study different new product types(innovative new products and progressive new products)and different communication styles(Personified communication and non-personified communication)Perceptual change in the consumer.Finally,based on the results of literature review and empirical research,the online communication strategy of new products is obtained.In the end,the thesis draws the following conclusions:1.Perceived risk has a significant negative impact on consumers’ willingness to adopt new products.Social presence has a positive impact on consumers’ willingness to adopt new products;2.Consumer perceived risk of the innovative new product is higher than that of the progressive new product.Anthropomorphic communication can reduce the perceived risk of the consumer;3.Whether it is a revolutionary new product or a progressive new product,the personification communication can improve the perceived social presence of the consumer.4.Anthropomorphic communication can increase consumers’ willingness to adopt new products;5.Enterprises can appropriately use new ways of communication to promote new products,and have a market for the benefit of new products.Especially the innovative new products,because of the adoption of new technologies in the industry that have never been used before,consumers often have more uncertainty about them,and the anthropomorphic communication style can reduce the perception of consumers to a certain extent,thereby increasing consumer willingness to buy new products.