臺灣博碩士論文加值系統

廠商延期預告行為是指廠商無法如期於預告日推出產品，而對外發佈產品延後上市的訊息，因為延期廠商的競爭對手可能針對此延期事件做出競爭性的回應行動，再加此消費者可能不願意等待，經由通路商的多方考慮後，使通路商選擇正向或負向的調適行為。過去研究多集中在新產品延期之原因、延期對廠商所造成的影響、及競爭者可能的回應行動，本研究從通路商的角度，探討延期訊息內容、發訊者市場地位、產品因素及二項中介變項（市場容忍度、競爭者之回應強度），如何影響通路商的正向或負向調適行為。
本研究採用問卷發放方式，有效問卷共計151份，並透過結構方程模型（LISREL）分析發現，「消費者容忍度」與「通路商的正向調適度」呈正向關係，即市場容忍度越高，通路商的正向調適度越高；同時，「競爭者回應強度」及「延期產品類別對通路商的重要性」對「通路商的正向調適度」呈正向關係，即競爭者之回應度越高或產品類別對通路商的重要性越高，通路商的正向調適度越高。

Delayed product notice means that a firm’s new product cannot be released as their expectation, so the firm needs to postpone the date to launch. As competitors will aim at this delay, and consumers may reduce their willingness to buy the delayed product, distributors need to decide their reaction, a positive or negative adoption action. Previous researches on product delay have primarily focused on the delay
reasons, the influences to the firms and the possible reaction of competitors. This study investigates how the content of delay introduction, the market position of the announcer, product factors, and two moderator effects (market tolerance and competitors’ reactions) affect distributors’positive or negative adoption action. The theoretical model is tested by using linear structural relation model (LISREL) on a dataset of 151 firms. It is found market tolerance, reaction of competitors, and the type of delayed product are significant interaction with the adoption of distributors.

第一章 緒論................................. 01
第一節 研究背景與動機.......................................... 01
第二節 研究目的............................. 05
第二章 文獻探討............................. 06
第一節 延期上市概念......................... 06
第二節 發訊者市場地位....................... 10
第三節 延期產品因素......................... 13
第四節 延期訊息內容......................... 15
第五節 延期訊息收訊者....................... 17
第六節 通路商調適度......................... 21
第三章 研究方法............................. 25
第一節 研究架構............................. 25
第二節 研究假設............................. 29
第三節 變數之定義與衡量..................... 34
第四節 研究設計............................. 41
第五節 研究對象與樣本來源................... 45
第六節 資料分析方法......................... 46
第四章 研究結果............................. 47
第一節 問卷樣本結構分析..................... 47
第二節 信度分析............................. 51
第三節 因素分析............................. 53
第四節 結構模式分析......................... 60
第五節 假設檢定............................. 61
第五章 研究結論與建議....................... 66
第一節 研究結論............................. 66
第二節 研究建議............................. 69
第三節 研究貢獻............................. 71
第四節 研究限制與未來研究方................. 72
參考文獻.................................... 73
附錄 問卷................................... 77

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