| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (Authors) | 雷智凱 | zh_TW |
| dc.creator (作者) | 雷智凱 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 11-Sep-2009 17:08:34 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 17:08:34 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 17:08:34 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095351039 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30056 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 95351039 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 新產品的預告是日常生活中十分普遍的現象，而其所涉及的產業類別也相當廣泛，舉凡電視節目的預告、電影預告片、新款手機預告、新款汽車、唱片正式上市前的造勢活動，以及新電腦軟體推出前的預告訊息等，都是活生生的例證，只是大家對於這樣的現象都習以為常，反而沒有去特別注意，或是想要深入探討這些預告背後的動機與目的。 本研究的對象向主要是台灣上市、上櫃之製造業，欲探討公司所面臨的內外部環境對新產品預告模式的影響，經過統計分析後得到結論如下： 1.市場的競爭強度的確會影響新產品預告發佈之時機，當市場的競爭強度愈強，廠商發佈新產品預告之時機愈晚。 2.消費者的學習效果的確會影響新產品預告發佈之時機，當消費者的學習效果愈強，廠商發佈新產品預告之時機愈早。 3.消費者的轉換成本的確會影響新產品預告發佈之訊息量，當消費者的轉換成本愈高，廠商發佈新產品預告之訊息量愈多。 4.廠商的市場支配力的確會影響新產品預告發佈之訊息量，當廠商的市場支配力愈大，廠商發佈新產品預告之訊息量愈少。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 3 第三節 全文架構 3 第二章 文獻探討 4 第一節 新產品預告行為 4 第二節 新產品預告訊息 8 第三節 新產品預告時機 11 第四節 新產品預告之影響因素 12 第三章 研究架構與假設 20 第一節 研究架構 20 第二節 研究假設 21 第四章 研究方法 26 第一節 研究設計 26 第二節 抽樣 26 第三節 變數之定義與測量 26 第四節 資料分析方法 32 第五章 研究結果與發現 33 第一節 樣本結構分析 33 第二節 因素與信度分析 34 第三節 假說驗證結果 40 第四節 討論 43 第六章 研究結論與建議 49 第一節 結論 49 第二節 學術貢獻與意涵 50 第三節 實務建議 51 第四節 研究限制 52 第五節 後續研究建議 53 參考文獻 55 附錄—問卷 61 圖目錄 【圖2-1】新產品預告時機之影響因素模型 12 【圖3-1】本研究概念模型 21 表目錄 【表4-1】預告訊息與時機之衡量 28 【表5-1】回收樣本之產業分布 33 【表5-2】新產品上市預告時間與產業平均預告時間交叉表 34 【表5-3】一階因素分析表 35 【表5-4】信度分析表 38 【表5-5】自變數相關係數表 40 【表5-6】因素共線性判斷表 41 【表5-7】預告發佈訊息量之迴歸式 42 【表5-8】預告發佈時機之迴歸式 43 【表5-9】總體假說驗證 44 【表6-1】研究結果 49 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095351039 | en_US |
| dc.subject (關鍵詞) | 新產品 | zh_TW |
| dc.subject (關鍵詞) | 預告 | zh_TW |
| dc.subject (關鍵詞) | 新產品預告策略 | zh_TW |
| dc.subject (關鍵詞) | 訊息量 | zh_TW |
| dc.subject (關鍵詞) | 時機 | zh_TW |
| dc.title (題名) | 新產品預告策略-訊息量與時機之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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