中山管理評論

  期刊全文閱覽

中山管理評論  2003/9

第11卷第3期  p.463-488


題目
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 Times
(633477728640156250.pdf 1,042KB)

作者
顧萱萱/東吳大學
Hsuan-Hsuan Ku/

Soochow University


摘要(中文)

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,但相關研究卻闕如。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、對日覺獲得價值、知覺交 易價值和生日覺機會成本等概念,探討其對消費者延遲購買意願的影響固研究結 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。

(633537154415937500.pdf 41KB)

關鍵字(中文)

新產品預告、知覺價值、知覺機會成本、延宕滿足


摘要(英文)

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.

(633537154415937500.pdf 41KB)

關鍵字(英文)

New product preannouncement, perceived value, perceived opportunity cost, delay of gratification


政策與管理意涵

有鑑於在講求時基競爭效益下,已預告方式發送市場訊號以獲取先制優勢,已成為普遍之行銷手法,本研究以預告式新產品為焦點,探討其預告訊息,包括產品相對優勢、廣告售價和預計上市時間等資訊,對消費者購買決策的影響─即指立即購買現有產品,或者延遲購買,以等待新產品上市。 研究結果就實務層面而言,建議廠商雖為獲取時基競爭效益,而採取預告方式導入新產品,但預告時機不宜過早,若超過消費者評估歷程,可能會削弱消費者等待意願,而無法達成先制優勢,卻易因提早曝光而遭受競爭者學習或反擊,得不償失。其次,擬定預告式產品的屬性和售價時須考慮現有產品狀況,若能彰顯新產品相對優勢,或者訂定超值售價,將可提升消費者的知覺獲得價值、價格公平知覺和知覺交易價值,使其對新產品保持興趣,形成心理先佔效果。再者,新產品預告可作為市場訊號,對消費者來說,如同一種虛擬性產品導入,在知覺獲得價值、知覺交易價值超過現有產品的情況下,將使消費者覺得放棄新產品的機會成本很可觀,且只要預計上市時間能配合,應會顯著影響消費者的購買決策,達到先制目的。


參考文獻