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來源資料
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題 名 | 新產品預告訊息與消費者延宕滿足意願--知覺機會成本與延宕程度分析=New Product Preannouncement and Consumer's Intention of Delay of Gratification: The Analysis of Perceived Opportunity Cost and Delay Time |
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作 者 | 顧萱萱; | 書刊名 | 中山管理評論 |
卷 期 | 11:3 民92.秋 |
頁 次 | 頁463-488 |
分類號 | 496.34 |
關鍵詞 | 新產品預告; 延宕滿足; 知覺機會成本; 知覺價值; New product preannouncement; Perceived value; Perceived opportunity cost; Delay of gratification; |
語 文 | 中文(Chinese) |
中文摘要 | 新產品預告訊息指稱在新產品實際上市之前,即正式、意圖性地率先發佈相關資訊。在講求時基效益的競爭態勢下,以此預告行為做為市場訊號者,日漸普及。過去探討新產品預告議題時,主要集中於競爭行為方面,其一以發訊者為主體,分析其預告傾向、預告時機和預告對象等決策,或者立於收訊者角度,檢視其反應可能性、反應強度、反應速度和反應工具等。消費者雖亦為新產品預告的主要收訊端,藉由市場訊號可能降低消費者不確定性、知覺風險,教育消費者產品知識,激起消費者好奇心、引發興趣,甚至誘使消費者暫緩購買行動,直至新產品上市,但相關研究卻閱如。有鑑於此,本研究針對新產品預告行為,以三因子實驗設計方法,操弄預告訊,息中新產品優勢、廣告售價和預計上市時間等資訊,藉由知覺利益、價格公平知覺、知覺獲得價值、知覺交易價值和知覺機會成本等概念,探討其對消費者延遲購買意願的影響。研究結果多支持各項假設推論,整體結構模型之適配程度亦堪稱良好。 |
英文摘要 | An NPPA signal is defined as an announcement or move that precedes an actual new product introduction. Many firms have found the practice of announcing the introduction of new products and services before they are available to be an effective marketing strategy. Research on NPPA has examined a firm's propensity to preannounce, NPPA timing, and incumbent reactions, such as response time, domain of reaction, and magnitude of reaction. But little research has explored the influence of NPPA on buyer behavior. The goal of this study is to model the influence of information contained in NPPA, including relative product advantages, pricing, and launch time, on consumer's intention of delay of gratification. For this purpose, we used a between-subject factorial design and incorporated in perceived acquisition value, perceived transaction value, and perceived opportunity costs as endogenous variables to clarity the influence mechanism of NPPA on purchase delay. Given the favorable test results, suggestions for further explicating are offered. |
本系統中英文摘要資訊取自各篇刊載內容。