(3.238.186.43) 您好!臺灣時間:2021/02/28 21:22
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:李英豪
研究生(外文):Ying Hau Lee
論文名稱:廠商對競爭者新產品預告訊息的回應速度:訊息特徵分析
論文名稱(外文):Firms'' Response Speed to Competitors'' New Product Preannouncements : Signal Features Analysis
指導教授:顧萱萱顧萱萱引用關係
指導教授(外文):Hsuan Hsuan Ku
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:100
中文關鍵詞:新產品預告訊息特徵回應速度
外文關鍵詞:new product preannouncementsignal featureresponse speed
相關次數:
  • 被引用被引用:6
  • 點閱點閱:201
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:45
  • 收藏至我的研究室書目清單書目收藏:1
近年來,由於新產品預告的先佔優勢與潛在利益,逐漸地被許多廠商青睞。然而對競爭對手來說,市場流失與本身利益減少的風險,亦迫使廠商必須快速回應。倘若廠商能夠清楚地解讀與判斷訊息內容所表達的意圖或未來計畫性行為,自然能進一步分析它對廠商本身可能造成的影響以及評估可能的衝擊,進而決定是否採取立即回應。因此新產品預告中所含的「訊息特徵」,對廠商回應競爭對手新產品預告的速度決策上,將是一個十分重要的關鍵。
本研究旨在分析廠商對競爭者新產品預告訊息的回應速度。經由文獻探討發展出三大訊息特徵,包括:訊息可判讀性、訊息可信度以及訊息威脅性;並發展出這些訊息特徵的判斷指標,以設計出一個整體性的模型架構,來檢視當廠商接觸到競爭對手的新產品預告時,會藉由那些指標與訊息特徵的判斷,來影響其回應競爭對手的速度,以及這些訊息特徵判斷指標可用以衡量訊息特徵的程度。
本研究以台灣資訊軟體廠商與電腦硬體廠商為主要研究對象,經由問卷調查法及SAS、LISREL等統計軟體分析後,得到以下結果:
1. 訊息能見度對訊息可判讀性呈顯著正相關,但訊息一致性與訊息清晰度對訊息可判讀性的關係並不顯著。
2. 發訊者信譽與發訊者所投入之不可回復成本對訊息可信度呈顯著正相關。
3. 攻擊集中度與發訊者塑造進入障礙的經驗對訊息威脅性呈顯著正相關,但可供新產品使用的產能對訊息威脅性的關係並不顯著。
4. 訊息可判讀性與訊息可信度對廠商回應速度呈顯著正相關,但訊息威脅性對廠商回應速度的關係不顯著。
In recent years, many firms like to adopt new product preannouncement, that is because of its first move advantages and potential benefits. However, the risk of losing markets and profits also enforce the competitors to respond quickly. If the competitors read and judge the signal, intention or planed action clearly, they can analyze the possible impact and decide whether to respond quickly. Therefore, the signal features of new product preannouncement are important issue to the decision of competitors’ response speed.
The purpose of this study is to analyze the competitors’ response speed to firms’ new product preannouncements. We develop three signal features, including:signal readability, signal credibility and signal threat. We also develop the judgement marks of these signal features. This study exams when the competitors receive the firms’ new product preannouncements, which signal feature will influence their response speed and what are the relations between these judgement marks and signal features.
The study sample is focused on the computer industry in Taiwan. After questionnaire survey and SAS, LISREL analysis, the results are as follows:
1. Signal visibility has positive relation with signal readability, but signal consistency and signal clarity are not positively related to signal readability.
2. The sender’s reputation and the irreversibility cost of sender are related positively to signal credibility.
3. Centrality of attack and the experience of sender to build entry barrier are positively related to signal threat, but the positive relation between the capacity for producing new product and signal threat is not supported.
4. Signal readability and signal credibility are positively related to firms’ response speed, but the positive relation between signal threat and firms’ response speed is not supported.
第一章 緒論………………..……..……………………………….1
第一節 研究背景與動機………………….……..….……..…1
第二節 研究目的………………………..………………………6
第二章 文獻探討………………………….………….…………….7
第一節 新產品預告……….……….……………………………7
第二節 新產品預告與競爭者回應速度………………………..22
第三節 訊息特徵與競爭行為……………………………………39
第三章 研究方法.…….…………………………………………….47
第一節 概念性架構………………………………………………47
第二節 變項的定義與衡量………………………………………49
第三節 研究假設…………………………………………………52
第四節 研究設計…………………………………………………59
第五節 研究對象與樣本來源……………………………………61
第六節 資料分析方法……………………………………………62
第四章 研究結果…………………………………….…….……….63
第一節 樣本結構與描述性統計…………………………………63
第二節 效度與信度分析…………………………………………66
第三節 相關分析…………………………………………………72
第四節 線性結構關係模式(LISREL)分析…………………..74
第五章 結論與建議…..…..………………………………….……81
第一節 研究結論…………………………………………………81
第二節 研究建議…………………………………………………86
第三節 研究限制與未來研究方向………………………………88
參考文獻………………………………………………………………89
附錄……………………………………………………………………96
1. Bagwell Kyle and Michael H. Riordan(1991), “High and Declining Prices Signal Product Quality,” American Economic Review, 81(March), pp.224-39.
2. Banks, Jeffrey S. and Joel Sobel(1987), “Equilibrium Selection in Signaling Games,” Econometrica , 55(May), pp.647-61.
3. Baron ,R. A. and D. Byrne(1984), Social Psychology:Understanding Human Interaction, Allyn and Bacon, Boston, MA.
4. Baum, J. A. C. and H. J. Korn(1996), “Competitive Dynamics of Interfirm Rivalry,” Academy of Management Journal, 39(2), pp.255-91.
5. Boulding, W.(1989), “The Optimal Production of Product Quality,” working paper, Duke University.
6. Bowman, Douglas and Hubert Gatignon(1995), “Determinants og Competitor Response Time to a New Product Introduction,” Journal of Marketing Research,32(February), pp.42-53.
7. Burns, T., and Stalker, G. M.(1961), The Management of Innovation, Tavistock, London.
8. Calantone, R. and K. Schatzel(2000), “Strategic Foretelling:Communication-Based Antecedents of a Firm’s Propensity to Preannounce,” Journal of Marketing, 64(1), pp.17-30.
9. Camerer, C., & Weigelt, K. (1988), “Experimental Test of a Sequential Equilibrium Reputation Model,” Econometrica, 56, pp.1-36.
10. Chandler, A. D.(1962), Strategy and Structure, MIT Press, Cambridge, Mass.
11. Chaney, Paul K., Timothy M. Devinney, and Russell S. Winer(1991), “ The Impact of New Product Introductions on the Market Value of Firms,” Journal of Business, 64(October), pp.573-610.
12. Chen Ming-Jer and Danny Miller(1994), “Competitive Attack, Retaliation and Performance:An Expectancy-Valence Framework,” Strategic Management Journal, 15(February), pp.85-102.
13. Chen Ming-Jer and Ian C. MacMillan(1992), “Non-Response and Delayed Response To Competitive Moves:The Roles of Competitor Dependence and Action Irreversibility,” Academy of Management Journal, 35(3), pp.539-70.
14. Chen Ming-Jer, Ken G. Smith, and Curtis M. Grimm(1992), “Action Characteristics As Predictors of Competitive Response,” Management Science , 38, (March), pp.439-55.
15. Chen, M. J., Smith, K. G., & Grimm, C. M.(1991), “Action Characteristics as Predictors of Responses,” Management Science, 38, pp.439-55.
16. Cho, In-Koo and David M. Kreps(1987), “Signaling Games and Stable Equilibria,” Quarterly Journal of Economics, 102(May), pp.179-221.
17. Cooper R. and T. Ross(1984), “ Prices, Product Qualities and Asymmetric Information:The Competitive Case,” Review of Economic Studies, 51(April), pp.197-207.
18. Daft, R. L.(1983), Organization Theory and Design, West, New York.
19. Davis S.(1990), “ Signaling Within Channels,” working paper, John M. Olin School of Business, Washington University.
20. Dawar, Niraj and Philip Parker(1994), “Marketing Universals:Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality,” Journal of Marketing,58(April), pp.81-95.
21. Day, George S.(1986), Analysis for Strategic Market Decisions. St. Paul, MN:West Publishing Co.
22. Desai P. and K. Srinivasan(1995), “ Franchising in the Presence of Two Sided Information Assymetry,” Management Science , in press.
23. Deutsch, M.(1969), “Socially Relevant Science:Reflections on Some Studies of Interpersonal Conflict,” American Psychologist, 24, pp.1076-92.
24. Deutsch, M. and R. M. Krauss(1960), “The Effect of Threat on Interpersonal Bargaining,” Journal of Abnormal and Social Psychologist, 61, pp.181-89.
25. Dutton, J. E., & Jackson, S. B.(1987), “Categorizing Strategic Issues:Links to Organizational Action,” Academy of Management Review, 12, pp.76-90.
26. Dyck, R. and B. G. Rule(1978), “The Effect of Causal Attribution Concerning Attack on Retaliation,” Journal of Personality and Social Psychology, 36, pp.521-29.
27. Eliashberg and Abel P. Jeuland(1986), “The Impact of Competitive Entry in a Developing Market upon Dynamic Pricing Strategies,” Marketing Science , 5(Winter), pp.20-36.
28. Eliashberg, Jehoshua and Rabikar Chatterjee(1985), “Analytical Models of Competition With Implications for Marketing:Issues, Findings, and Outlook,” Journal of Marketing Research, 22(August), pp.237-61.
29. Eliashberg, Jehoshua and Thomas S. Robertson(1988), “New Product Preannouncing Behavior:A Market Signaling Study,” Journal of Marketing Research, 25(August), pp.282-92.
30. Emery, R. E., and Trust, E. L.(1965), “The Casual Texture of Organizational Environments,” Human Relation, 18, pp.21-31.
31. Engers, Maxim(1987), “Signaling with Many Signals,” Economica , 55(May), pp.663-74.
32. Farrell, Joseph and Garth Saloner(1986), “Installed Based and Compatibility:Innovation, Product Preannouncements, and Predation,” American Economic Review,76(December), pp.940-55.
33. Fisher, F. B., J. McGowan and J. E. Greenwood(1983), Folded, Spindled and Mutilated:Economic Analysis and U.S. vs. IBM, MIT Press, Cambridge, MA.
34. Fisher, R.(1964), “Fractionating Conflict,” In R. Fisher(ed.)International Conflict and Behavioral Science:The Craigville Papers. Basic Books, New York.
35. Fombrun, Charles and Mark Shanley(1990), “What’s In a Name?Reputation Building and Corporate Strategy,” Academy of Management Journal,33(June), pp.233-58.
36. Fredrickson, J. W.(1986), “The Strategic Decision Making Process and Organizational Structure,” Academy of Management Review, 11, pp.280-97.
37. Friedman, J.(1983), Oligopoly Theory, Cambridge University Press, Cambridge, MA.
38. Gatignon, Barton Weitz, and Pradeep Bansal(1990), “Brand Introduction Strategies and Competitive Environments ,” Journal of Marketing Research, 27(November), pp. 390-401.
39. Gatignon, H., E. Anderson and K. Helsen(1989), “Competitive Reactions to Market Entry:Explaining Interfirm Difference,” Journal of Marketing Research, 26(February), pp.44-55.
40. Harvey, M. D. and M. E. Enzle(1978), “Effects of Retaliation Latency and Provocation Level on Judged Blameworthiness for Retaliatory Aggression,” Personality and Social Psychology Bulletin, 4, pp.579-82.
41. Heil O. and T. Robertson(1991), “Towards a Theory of Competitive Market Signaling:A Research Agenda,” Strategic Management Journal, 12(6), pp.403-18.
42. Heil O. and R. Walters(1993), “Explaining Competitive Reactions to New Products:An Empirical Signaling Study,” Journal of Product Innovation Management, 10(1), pp.53-65.
43. Jervis, R.(1970), The Logic of Images in International Relations, Princeton University Press, Princeton, NJ.
44. Jervis, R.(1976), Perception and Misperception in International Politics, Princeton University Press, Princeton, NJ.
45. Kalish , Shlomo and Gary L. Lilien(1986), “A Market Entry Timing Model for New Technologies,” Management Science , 32(February), pp.194-205.
46. Kiesler, S. and L. Sproull(1982), “Managerial Response to Changing Environments:Perspectives on Problem Sensing From Social Cognition,” Administrative Science Quarterly, 27, pp.548-70.
47. Kihlstrom, Richard E. and Michael H. Riordan(1984), “Advertising as a Signal,” Journal of Political Economy, 92(3), pp.427-50.
48. Kreps, D. M. and R. Wilson(1982), “Reputation and Imperfect Information,” Journal of Economic Theory, 27, pp.253-79.
49. Lawrence, P. R., and Lorsch, J.(1967), Organization and Environment, Harvard Press, Boston, Mass.
50. Lieberman, M. B.(1987), “Excess Capacity as a Barrier to Entry:An Empirical Appraisal,” Journal of Industrial Economics, 4, pp.607-27.
51. Lilly, B. and R. Walters(1997), “Toward a Model of New Product Preannouncement Timing,” Journal of Product Innovation Management, 14(1), pp.4-20.
52. Lilly, Bryan and Krishnan, H. Shankar(1995), “Buyer Responses to New Product Announcements:A Conceptual Framework,” In:1996 Winter Educators’ Conference, Marketing Theory and Applications. Edward A. Blair and Wagner A. Kamakura(eds.)Chicago, IL;American Marketing Association, pp.56-62.
53. MacMillan, I. C.(1983), “Preemptive Strategies,” Journal of Business Strategy, 4(2), pp.12-26.
54. MacMillan, I. C., M. L. McCaffery, and G. Van Wijk(1985), “Competitor’s Response to Easily Imitated New Products:Exploring Commercial Banking Product Introductions,” Strategic Management Journal, 6, pp.75-86.
55. Mansfield, Edwin(1961), “Technical Change and the Rate of Imitation,” Econometrica, 29(October), pp.741-66.
56. Mansfield, Edwin(1986), “Patents and Innovation:An Empirical Study,” Management Science , 32(2), pp.173-81.
57. McKenna, Regis(1995), “Real-Time Marketing,” Harvard Business Review, 73(4), pp.87-95.
58. Miles, R. E., and Snow, C. C.(1978), Organization Strategy, Structure and Process, McGraw-Hill, New York.
59. Milgrom, P. and J. Roberts(1982), “Predation, Reputation, and Entry Deterrence,” Journal of Economic Theory, 27, pp.280-312.
60. Milgrom, Paul and John Roberts(1982a), “Limit Pricing and Entry Under Incomplete Information:An Equilibrium Analysis,” Econometrica, 50(March), pp.443-59.
61. Milgrom, Paul and John Roberts(1986), “Price and Advertising Signals of Product Quality,” Journal of Political Economy,94(August), pp.796-821.
62. Miller, D.(1990), The Icarus Paradox. Harper-Collins, New York.
63. Miller, D., and Friesen, P. H. (1978), “Archetypes of Strategy Formulation,” Management Science , 24, pp.921-33.
64. Moore, Marian Chapman(1992), “Signals and Choices in a Competitive Interaction:The Role of Moves and Messages,” Management Science ,38(April), pp.483-500.
65. Nelson, P.(1974), “Advertising as Information,” Journal of Political Economy,82(July/August), pp.729-54.
66. Nicholson, W.(1978), Microeconomic Theory, 2nd edn, The Dryden Press, Hindsdale, IL.
67. Pearce, J. A., II(1983), “The Relationship of Internal versus External Orientations to Financial Measures of Strategic Performance,” Strategic Management Journal, 4, pp.297-306.
68. Pfeffer, J.(1972), “Size and Composition of Corporate Boards of Directors:The Organization and its Environment,” Administrative Science Quarterly, 2, pp.281-298.
69. Phillips, L. W., D. R. Chang, and R. D. Buzzell(1983), “Product Quality, Cost Position and Business Performance:A Test of Some Key Hypotheses,” Journal of Marketing, 47(Spring), pp.26-43.
70. Porter, M. E.(1980), Competitive Strategy:Techniques for Analyzing Industries and Competitors, The Free Press, New York.
71. Porter, M. E.(1985), Competitive Advantages. Free Press, New York.
72. Porter, M. E.(1979), “The Structure within Industries and Companies Performance,” The Review of Economics and Statistics, 60, pp.214-27.
73. Porter, M. E.(1980), Competitive Strategy. New York:The Free Ress.
74. Rabino, S. and T. Moore(1989), “Managing New-Product Announcements in the Computer Industry,” Industrial Marketing Management, 18(1), pp.35-43.
75. Ramaswamy, V., H. Gatignon, and D. Reibstein(1994), “Competitive Marketing Behavior in Industrial Markets,” Journal of Marketing, 58(April), pp.45-55.
76. Riley, J. G.(1975), “Competitive Signaling,” Journal of Economic Theory, 10, pp.174-86.
77. Robertson, T., J. Eliashberg, and T. Rymon(1995), “New Product Announcements Signals and Incumbent Reactions,” Journal of Marketing, 59(3), pp.1-15.
78. Robertson, Thomas(1993), “How to Reduce Market Penetration Cycle Times,” Sloan Management Review, 35(1), pp.87-95.
79. Robinson, William T. and Claes Fornell(1985), “The Sources of Market Pioneer Advantages in Consumer Goods Industries,” Journal of Marketing Research,22(August), pp.305-17.
80. Robinson, William T.(1988), “Marketing Mix Reactions to Entry,” Marketing Science, 7(Fall), pp.368-85.
81. Salancik, R. J.(1977), “Commitment and the Control of Organizational Behavior and Belief,” In M. L. Tushman, C. O’Reilly, & D. A. Nadler(Eds.), The Management of Organizations, Harper & Row, New York, pp.406-12.
82. Scherer, F. M.(1980), Industrial Market Structure and Economic Performance, Houghton Mifflin Company, Boston, MA.
83. Scherer, F. M. and Ross, D.(1990), Industrial Market Structure and Economic Performance, Bobson, MA:Houghton Mifflin Company.
84. Schmalensee , Richard(1982), “Product Differentiation Advantages of Pioneer Brands,” American Economic Review, 72(June), pp.349-65.
85. Schoennauer, A. M.(1972), The Formulation and Implementation of Corporate Objectives and Strategies, Planning Executives Institute, Oxford.
86. Shankar, V.(1997), “Pioneers’ Marketing Mix Reaction to Entry in Different Competitive Game Structures:Theoretical Analysis and Empirical Illustration,” Marketing Science, 16(3), pp.271-93.
87. Shankar, V.(1999), “New Product Introduction and Incumbent Response Strategies:Their Interrelationship and the Role of Mutimarket Contact,” Journal of Marketing Research, 36(August), pp. 327-44.
88. Shannon, C. and W. Weaver(1949), The Mathematical Theory of Communication, University of Illinois Press, Urbana, IL.
89. Smith, Ken G., Curtis M. Grimm, Ming-Jer Chen, and Martin J. Gannon(1989), “Predictors of Response Time to Competitive Strategic Action:Preliminary Theory and Evidence,” Journal of Business Research, 18(January), pp.245-58.
90. Spence, A. Michael(1974), Market Signaling. Cambridge MA: Harvard University Press.
91. Spence, A. M.(1977), “Entry, Capacity, Investment and Oligopolistic Pricing,” Bell Journal of Economics, 8, pp.534-44.
92. Spender, J. C.(1989) Industry Recipes, Basil Blackwell, New York.
93. Staw, Berry M.(1981), “The Escalation of Commitment to a Course of Action,” Academy of Management Review, 6(October), pp.577-87.
94. Tanner, J. and Chonko, L.(1995), “Trade Show Objectives, Management and Staffing Practices,” Industrial Marketing Management, 24(4), pp.257-64.
95. Taylor, S. P., R. Shuntich and A. Greenberg(1979), “The Effects of Repeated Aggressive Encounter on Subsequent Aggressive Behavior,” Journal of Social Psychology, 107, pp.199-208.
96. Thomas, G. P. and G. F. Soldow(1988), “A Rule-Based Approach to Competitive Interaction,” Journal of Marketing, 52(April), pp.63-74.
97. Weigelt, Keith and Colin Camerer(1988), “Reputation and Corporate Strategy:A Review of Recent Theory and Application,” Strategic Management Journal, 9(September/October), pp.443-54.
98. Williamson, O. E.(1988) “Internal Economic Organization,” working paper, Yale University.
99. Wilson, R.(1983), “Reputations in Games and Markets,” In A. E. Roth(ed.), Game-Theoretic Models of Bargaining, Cambridge University Press, Cambridge, U.K., pp.27-62.
100. Wing, Jerry and Mahajan, Vijay(1987), “Marketing Hype:A New Perspective for New Product Research and Introduction,” Journal of Product Innovation Management, 4(1), pp.43-49.
101. Wittink, Dick, Adrian Ryans, and Nancy Burrus(1982), “New Products and Security Returns,” working paper, Cornell University.
102. Woolridge, J. Randall and Charles C. Snow(1990), “Stock Market Reaction to Strategic Investment Decisions,” Strategic Management Journal, 11(September), pp.353-63.
103. Yip, George S.(1982), Barriers to Entry. Lexington, MA:Lexington Books.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔