由訊息特徵探討廠商對競爭者新產品預告訊息之回應速度－台灣電腦硬體製造商實證研究

The Influences of Signal Characteristics on Competitor Response Time to a New Product Preannouncement: The Empirical Research of Taiwanese Computer Manufacturing Industry

顧萱萱(Hsuan-Hsuan Ku) ； 李英豪(Ying-Hao Li)

《管理評論》 24卷3期 (2005/07) Pp. 1-15

https://doi.org/10.6656/MR.2005.24.3.CHI.1

摘要

為獲取先制優勢，許多業者採取預告方式釋放新產品訊息。面對此類眾多、紛雜的市場訊號，競爭對手需審慎解讀，判斷其對自身可能造成的衝擊，以決定是否應立即採取回應措施。本研究以訊息特徵為核心，包括訊息可判讀性、訊息可信度與訊息威脅性，發展出各項訊息特徵的判斷指標，以檢視當廠商接觸到競爭者的新產品預告訊息時，如何藉由指標評估相關訊息特徵，進而影響其回應速度。經122份收集自台灣電腦硬體設備廠商的實證資料，發現訊息能見度是訊息可判讀性的主要影響指標，訊息可信度受發訊者信譽和其所投入的不可回復成本影響，訊息威脅性則取決於攻擊集中度和發訊者塑造進入障礙的能力，而訊息可判讀性與訊息可信度是影響廠商回應速度的重要因素。

關鍵字

新產品預告 ； 訊息特徵 ； 回應速度

並列摘要

This research studies the determinants of firm's response time to competitor's preannouncement of a new product via the framework of signal characteristics, including signal readability, credibility, and threat. A model was constructed to investigate the antecedents of signal characteristics and the influences of signal characteristics on firm's response time. The results of the empirical analysis, which were based on 122 computer-related manufacturers in Taiwan, showed that signal visibility was the major antecedent of signal readability. The sender's reputation and the irreversibility cost were related positively to signal credibility. Centrality of attack and the ability of sender to build entry barriers had the positive influences on signal threat. In addition, both of signal readability and credibility result in significant impacts on firm's response time.

並列關鍵字

new product preannouncement ； signal characteristics ； response time

參考文獻

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