| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 97 === Delayed product notice means that a firm’s new product cannot be released as their expectation, so the firm needs to postpone the date to launch. As competitors will aim at this delay, and consumers may reduce their willingness to buy the delayed product, distributors need to decide their reaction, a positive or negative adoption action. Previous researches on product delay have primarily focused on the delay
reasons, the influences to the firms and the possible reaction of competitors. This study investigates how the content of delay introduction, the market position of the announcer, product factors, and two moderator effects (market tolerance and competitors’ reactions) affect distributors’positive or negative adoption action. The theoretical model is tested by using linear structural relation model (LISREL) on a dataset of 151 firms. It is found market tolerance, reaction of competitors, and the type of delayed product are significant interaction with the adoption of distributors.
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