影響新產品預告發訊時間之因素：先制優勢與先制風險分析

新產品預告屬於市場訊號，在產品規劃和上市前活動中扮演相當關鍵的角色。正由於新產品預告行為具有策略性意義，企業進行新產品預告活動的傾向和預告發訊時機，均攸關新產品績效。而決定預告時機的主要因素，則受制於廠商所知覺的預告優勢和風險。據此，本研究以發展合作關係、激勵市場回饋和塑造消費者偏好等策略性意圖，作為預告行為可能尋求的先制優勢；以毀損聲譽、產品線蠶食與競爭報復為先制風險，針對台灣資訊軟硬體廠商進行實證，探討其對廠商新產品預告時機的影響性。經148家廠商的調查資料，顯示若預告新產品訊息有助於廠商和其他組織發展合作關係和激勵市場回饋，則廠商會提早預告時機，但若預告新產品訊息會引發競爭報復行為，則廠...

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Published in臺大管理論叢 Vol. 14; no. 1; pp. 119 - 147
Main Authors 顧萱萱(Hsuan-Hsuan Ku), 陳美芳(Mei-Fang Chen), 郭建志(Chien-Chih Kuo)
Format Journal Article
LanguageChinese
Published 台灣 國立臺灣大學管理學院 01.06.2003
Subjects
New product preannouncement
Preemptive advantages
Preemptive risks
Scopus
TSSCI
先制優勢
先制風險
新產品預告
preemptive risks
先制風險
新產品預告
new product preannouncement
preemptive advantages
先制優勢
Online AccessGet full text
ISSN1018-1601
DOI10.6226/NTURM2003.14.1.119

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Abstract 新產品預告屬於市場訊號，在產品規劃和上市前活動中扮演相當關鍵的角色。正由於新產品預告行為具有策略性意義，企業進行新產品預告活動的傾向和預告發訊時機，均攸關新產品績效。而決定預告時機的主要因素，則受制於廠商所知覺的預告優勢和風險。據此，本研究以發展合作關係、激勵市場回饋和塑造消費者偏好等策略性意圖，作為預告行為可能尋求的先制優勢；以毀損聲譽、產品線蠶食與競爭報復為先制風險，針對台灣資訊軟硬體廠商進行實證，探討其對廠商新產品預告時機的影響性。經148家廠商的調查資料，顯示若預告新產品訊息有助於廠商和其他組織發展合作關係和激勵市場回饋，則廠商會提早預告時機，但若預告新產品訊息會引發競爭報復行為，則廠商會延遲新產品預告的發訊時間。
AbstractList 新產品預告屬於市場訊號，在產品規劃和上市前活動中扮演相當關鍵的角色。正由於新產品預告行為具有策略性意義，企業進行新產品預告活動的傾向和預告發訊時機，均攸關新產品績效。而決定預告時機的主要因素，則受制於廠商所知覺的預告優勢和風險。據此，本研究以發展合作關係、激勵市場回饋和塑造消費者偏好等策略性意圖，作為預告行為可能尋求的先制優勢；以毀損聲譽、產品線蠶食與競爭報復為先制風險，針對台灣資訊軟硬體廠商進行實證，探討其對廠商新產品預告時機的影響性。經148家廠商的調查資料，顯示若預告新產品訊息有助於廠商和其他組織發展合作關係和激勵市場回饋，則廠商會提早預告時機，但若預告新產品訊息會引發競爭報復行為，則廠商會延遲新產品預告的發訊時間。
Author 郭建志(Chien-Chih Kuo)
陳美芳(Mei-Fang Chen)
顧萱萱(Hsuan-Hsuan Ku)
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Keywords preemptive risks
先制風險
新產品預告
new product preannouncement
preemptive advantages
先制優勢
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Snippet 新產品預告屬於市場訊號，在產品規劃和上市前活動中扮演相當關鍵的角色。正由於新產品預告行為具有策略性意義，企業進行新產品預告活動的傾向和預告發訊時機，均攸關新產品...
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SubjectTerms New product preannouncement
Preemptive advantages
Preemptive risks
Scopus
TSSCI
先制優勢
先制風險
新產品預告
Title 影響新產品預告發訊時間之因素：先制優勢與先制風險分析
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