中文摘要：

以建构水平理论为基础，从消费者视角探讨新产品预告与产品上市之间的时间间隔长短对消费者产品评价的影响，以及产品上市后预告所引发的产品评论对不同目标的消费者产品购买意愿的影响．实验发现，当新产品发布与上市间隔时间较长时，消费者主要发表针对产品核心属性的评论；当两者间隔时间较短时，消费者主要发表针对产品次要属性的评论．产品上市后，以浏览为目标的消费者的购买意愿主要受产品次要属性评价信息的影响；以立即购买为目标的消费者的购买意愿主要受产品主要属性评价信息的影响．

英文摘要：

Based on the construal level theory, the relationship between the timing of preannouncement and the consumers＇ review and its influence on consumers＇ purchase intention were discussed. Two experiments show that the time between preannouncements and the actual implementation of the plans could be a crucial element in the new prod- uct launch. Its influence on consumers＇ reviews is tied to how far in advance the preannouncement is made： when the preannouncement is made early, most of consumers＇ reviews are related to the product＇s central features ; when the pre- announcement is made late, most of them are related to the product＇s peripheral features. After the product launch, consumers＇ goals moderate the relationship between the online review and their purchase intentions.