| dc.contributor | 國貿系 | |
| dc.creator (作者) | 陳建維;練乃華 | |
| dc.date (日期) | 2019-09 | |
| dc.date.accessioned | 7-Apr-2026 13:28:36 (UTC+8) | - |
| dc.date.available | 7-Apr-2026 13:28:36 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-Apr-2026 13:28:36 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=181946 | - |
| dc.description.abstract (摘要) | 新產品預告業已成為高科技耐久產品上市前重要之行銷活動 影響消費者置換決策甚深 由於購買高科技耐久產品鮮少為一次性事務，對消費者再購決策之瞭解便至關緊要。本研究希冀對消費者置換高科技耐久產品決策相關文獻有所貢獻，特別是消費者是否從事資訊蒐尋或何時置換產品？本研究依據信號理論提出研究架構，探討不同新產品預告信號之成因與效益，由信號者、信號本身、信號接收者，以及信號環境切入，以期連結學理與行銷實務， 發掘消費者洞察。有關計畫所需之消費者資料預計以線上與郵寄調查方法蒐集，並佐以實驗設計，假設檢定則透過ANOVA、調節迴歸分析，以及結構方程式模式等進行，最後並依據研究發現探討理論與管理意涵。 | |
| dc.description.abstract (摘要) | Evidence shows that new product preannouncement has become an essential part of prelaunch activities. On the basis of signalling theory, this research is to bridge a gap in our understanding of the nature of new product preannouncing behavior in influencing consumers’ decisions of replacing high-technology products. Specifically, the research aims to answer two inter-related research questions: (1) What influences the firm’s adoption of different new product preannouncements for influencing consumers’ replacement decisions? (2) How can various preannouncements be effective in shaping consumers’ replacement decision given various signaling and signal receiver conditions? Comprehensive models are proposed to explore the phenomenon of new product preannouncement in a high-tech product replacement context. The hypothetical relationships among focal constructs are proposed terms of the signal, the signal receiver, the signalling environment, and replacement decision-making variable. Data to e used for testing the models will be collected by a couple of questionnaire surveys and an experimental design. The sampling framework includes a wide range of high-technology durable goods industries, in which new product preannouncing behavior is prevalent and salient. Hypotheses will be tested using moderated regression analysis, ANOVA, and structural equation modelling. | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST106-2410-H004-038-MY2, 106.08-108.07 | |
| dc.title (題名) | 新產品預告與高科技耐久產品置換決策：信號理論觀點 | |
| dc.title (題名) | New Product Preannouncement and High-Technology Product Replacement: a Signaling Perspective | |
| dc.type (資料類型) | report | |
