臺灣博碩士論文加值系統

對企業的經營而言，在新產品上市之前，通常會先做預告式的行銷策略，目的在引導新產品的上市，因此新產品預告可視為對新產品上市之前的暖身活動。當競爭者發出新產品預告訊息之後，廠商必須視其本身特性，如投入於新產品的產能(資源)使用率、產品創新能力、新產品開發時間、產品自我蠶食效果，以及競爭者特性，如訊息攻擊集中度、競爭者的市場地位、訊息敵意等特徵，來決定是否採取新產品策略予以抗衡。因此，本研究亟欲探討上述因素對廠商採取新產品策略回應競爭者的影響。
本研究以電腦軟硬體產業為主體，從中挑選包含資訊軟體業528家與電腦硬體設備製造商230家，共計758家企業，以電子郵件方式進行資料蒐集，共回收130份有效問卷，有效問卷回收率為17.15％。經過因素分析、信度分析、描述性統計分析、皮爾森相關分析與共變異數分析、以及線性結構模式(LISREL)分析，研究結果如下：
1、投入於新產品的產能使用率愈高，新產品開發時間愈短。
2、廠商產品創新能力愈強，新產品開發時間愈短。
3、廠商產品創新能力愈強，則採取新產品策略回應競爭者的可能性愈高。
4、競爭者的新產品預告訊息攻擊集中度愈高，則所傳達的訊息敵意愈強。
5、競爭者的市場地位愈重要，當其發佈新產品預告時，所傳達的訊息敵 意愈高。

目 錄
目錄................................................I
表次..............................................III
圖次...............................................IV
第一章 緒論.......................................01
第一節 研究動機...............................01
第二節 研究目的..................................06
第二章 文獻探討...................................07
第一節 新產品預告.............................07
第二節 新產品預告與競爭行為...................23
第三節 新產品預告與回應方式...................39
第三章 研究方法...................................46
第一節 研究之概念性架構.......................46
第二節 變數的定義與衡量.......................49
第三節 研究假設...............................51
第四節 資料蒐集...............................56
第五節 資料分析方法...........................60
第四章 研究結果...................................61
第一節 樣本結構...............................62
第二節 新產品預告變數效度分析.................64
第三節 問卷信度分析...........................69
第四節 描述性統計.............................70
第五節 線性結構模式分析.......................73
第五章 結論與建議.................................77
第一節 研究結論...............................77
第二節 研究建議...............................83
第三節 研究限制與未來研究方向.................85
參考文獻...........................................86
附錄：問卷.........................................93
表 次
表2-1 新產品預告相關研究..........................19
表2-2 不可回復性訊息之相關研究....................36
表2-3 情境與廠商回應策略關係表....................45
表3-1 本研究變數的定義與衡量......................49
表3-2 問卷中變數衡量項目的內容....................59
表4-1 公司人數分布情形............................62
表4-2 受測者年齡分布情形..........................63
表4-3 受測者教育程度分布情形......................63
表4-4 受測者部門分布情形..........................63
表4-5 自變項之廠商特性因素分析表..................64
表4-6 自變項之競爭者特性因素分析表................65
表4-7 中介變項因素分析表..........................66
表4-8 修正後中介變項因素分析表....................67
表4-9 本問卷信度分析表............................69
表4-10 相關係數/共變異數矩陣.......................71
表4-11 結構路徑分析表..............................73
表4-12 研究假設檢定結果表..........................75
圖 次
圖2-1 新產品預告對象..............................14
圖2-2 新產品上市、市場訊號、與競爭回應強度之關係..32
圖2-3 回應方式....................................39
圖3-1 研究架構....................................48
圖4-1 本研究模型路徑圖............................76

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