本研究主要探討公司研發能力及廣告能力對於新產品預告發布時間之影響。另外，本研究也另外加入調節變數，進一步探討競爭對手公司的研發能力是否會加強亦或減弱預告公司的研發能力對於新產品預告發布時間的影響力。
本研究運用2004至2018年，共14年的樣本資料進行線性回歸模型測試。實證結果顯示，公司研發能力及新產品預告發布時間存在顯著的正向關係，表示公司研發能力越強，新產品預告發布之時間的選擇會愈早。同時，結果亦證實若對手公司研發能力愈強，則會削弱預告公司研發能力及新產品預告發布時間之間的正向關係，進而縮短預告時間。然而，公司廣告能力對於新產品預告時間之影響呈現不顯著的結果。因此本研究建議，若公司擁有較強的研發能力，因提早發布新產品預告，以累積更多的潛在需求及塑造良好的市場環境。但，根據調節變數所產生的效果，若對手公司擁有越強的研發能力，則公司因縮短預告時間以減少重要資訊外流及對手反擊的情況產生。

In this study, we examine the effect of R&D ability and advertising ability on timing decision of new product preannouncement (NPPAs). Additionally, we also investigate the moderating effect of rival’s R&D ability on the relationship between the announcing firm’s R&D ability and NPPA timing. By using data from 2004 to 2018, we test the result by using linear regression. The empirical results show that R&D ability has a positive and significant relationship with NPPA timing, while rival’s R&D is also proved to moderate the relationship by weakening the positive impact of R&D ability on NPPA timing. However, advertising ability is found to be insignificant. Hence, our findings suggest that announcing firm should preannounce earlier if it owns strong R&D ability, in order to create more pent-up demand and a supportive market. But in terms of moderator, the announcing firm should shorten the timing of NPPA if the rival firm possess strong R&D ability, by this to reduce the risk of core technology being stolen or trigger retaliate response.

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