新產品預告屬於市場訊號，在產品規劃和上市前活動中扮演相當關鍵的角色。正由於新產品預告行為具有策略性意義，企業進行新產品預告活動的傾向和預告發訊時機，均攸關新產品績效。而決定預告時機的主要因素，則受制於廠商所知覺的預告優勢和風險。據此，本研究以發展合作關係、激勵市場回饋和塑造消費者偏好等策略性意圖，作為預告行為可能尋求的先制優勢；以毀損聲譽、產品線蠶食與競爭報復為先制風險，針對台灣資訊軟硬體廠商進行實證，探討其對廠商新產品預告時機的影響性。經148家廠商的調查資料，顯示若預告新產品訊息有助於廠商和其他組織發展合作關係和激勵市場回饋，則廠商會提早預告時機，但若預告新產品訊息會引發競爭報復行為，則廠商會延遲新產品預告的發訊時間。

New product preannouncement, one of prelaunch activities, plays an important role in introducing the new product. Because of its strategic role in product introduction, the timing of new product preannouncement may result in significant influence on product performance. This study constructed a conceptual framework to posit the influences of preemptive advantages and risks on the timing of new product preannouncement. The test results, which were based on data from 148 information technology firms in Taiwan, showed that firms would preannounce the new product earlier to collect market feedback and seek partners; on the contrary, competitive retaliation would defer the timing of new product preannouncement.

新產品預告; 先制優勢; 先制風險

New product preannouncement; Preemptive advantages; Preemptive risks