新產品延期上市與零售商調適度關係之研究

Explaining Retailers' Adaptation to Delays in New Product Introductions

10.6226/NTURM2012.JAN.R10038

顧萱萱(Hsuan-Hsuan Ku,)；高雅晴(Ya-Ching Kao)

新產品延期上市 ； 行銷溝通 ； 零售商調適度 ； new product introduction delays ； marketing communications ； retailers' adaptation

臺大管理論叢

23卷1期（2012 / 12 / 01）

209 - 237

繁體中文

為爭取市場先機，廠商常於新產品實際上市前發佈預告訊息。然受制各種內外在因素，新產品恐出現延期情形。而零售商身處製造商與市場間，發生延期事件時，其是否願意配合廠商採取因應措施減少延期事件的負面效應值得深究。本研究探討零售商如何基於發訊廠商、延期產品與延期訊息內容等特徵，以及因此引發之競爭彈性和市場容忍度，決定調適度。經151家台灣地區販售3C產品零售商實證結果，發現延期廠商市場支配性、預計延期時間、延期理由和產品相對優勢可藉由零售商知覺之市場容忍度影響其調適度，延期廠商市場支配性、預計延期時間亦可透過知覺競爭彈性發揮作用。此外，延期產品（品牌）重要性、預計延期時間對調適度之直接影響效果顯著。

For benefiting from the advantages of being the first in the market, many companies deliberately release information about a product well in advance of the product actual introduction. However, very often we see how companies fail to deliver their new products on the promised introduction due dates. When preannounced product is delayed, firm may demand and create the need for retailers' adaptation in its favor. This study seeks to explain a retailer's adaptation to product launch delays. An empirical analysis based on 151 3C retailers in Taiwan showed that market dominance of the announcing firm, the expected length of delay, reason for delay, and product relative advantages indirectly influence a retailer's adaptation through their effects on retailer's perceived market tolerance. The market dominance of the announcing firm and the expected length of delay through perceived competitive elasticity as the key mediator also determine a retailer's adaptation. Additionally, the direct influence of category importance and the expected length of delay on a retailer's adaptation are significant.

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