為爭取市場先機，廠商常於新產品實際上市前發佈預告訊息。然受制各種內外在因素，
新產品恐出現延期情形。而零售商身處製造商與市場間，發生延期事件時，其是否願意
配合廠商採取因應措施減少延期事件的負面效應值得深究。本研究探討零售商如何基於
發訊廠商、延期產品與延期訊息內容等特徵，以及因此引發之競爭彈性和市場容忍度，
決定調適度。經151 家台灣地區販售3C 產品零售商實證結果，發現延期廠商市場支配
性、預計延期時間、延期理由和產品相對優勢可藉由零售商知覺之市場容忍度影響其調
適度，延期廠商市場支配性、預計延期時間亦可透過知覺競爭彈性發揮作用。此外，延
期產品( 品牌) 重要性、預計延期時間對調適度之直接影響效果顯著。

For benefiting from the advantages of being the first in the market, many companies
deliberately release information about a product well in advance of the product actual
introduction. However, very often we see how companies fail to deliver their new products
on the promised introduction due dates. When preannounced product is delayed, firm may
demand and create the need for retailers’ adaptation in its favor. This study seeks to explain
a retailer’s adaptation to product launch delays. An empirical analysis based on 151 3C
retailers in Taiwan showed that market dominance of the announcing firm, the expected
length of delay, reason for delay, and product relative advantages indirectly influence a
retailer’s adaptation through their effects on retailer’s perceived market tolerance. The
market dominance of the announcing firm and the expected length of delay through
perceived competitive elasticity as the key mediator also determine a retailer’s adaptation.
Additionally, the direct influence of category importance and the expected length of delay
on a retailer’s adaptation are significant.