| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 91 === This study tries to explore the relationship between buyers and suppliers with relationship marketing theory, when an enterprise carries out new product preannouncement behavior. We take “The effect of involvement factor－Involvement level－New product preannouncement” as major framework, and explore the concept of effect involvement factor and involvement level with two aspects: buyers and suppliers.
Technology Industry and Information Soft Industry were the objects of our study. Questionnaires were used to undertake experiment and analysis. With the retrieved samplings, we come to the conclusions as follows:
The relative advantage of new product will urge buyers to learn the operation of new product and buyers’ perception of switch cost. The feature of product compatibility tends to be easily accepted by buyer and influences buyers’ learning the product function and switch buyers’ purchasing attempt. For complexity of new product, corporate tends to design the simple and convenient product to facilitate buyer learning their function and switching purchasing attempt.
Skill competency and specific investment of supplier increases promise of each other and makes supplier get involved in the process of new product development.
When carrying out new product development, it will be helpful for the corporate to obtain well-intention response from buyers and suppliers, if it pre-announces the related information about a new product to buyers and suppliers.
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