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

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