本研究之目的在於探討通路成員新產品接受度對新產品績效之影響；新產品創新程度、通路激勵、新產品計畫與通路管理、與環境變動性對通路成員新產品接受度相關影響之探討。
　　本研究係採問卷調查方法，進行量化之調查研究，首先針對各構面進行因素分析以及信度檢定，確保實證分析結果的可信任度；並對企業不同屬性以及新產品創新不同傾向企業，比較各研究構面存在之差異性；最後，以多元迴歸方法確認通路成員新產品接受度對新產品績效產生影響之程度，以及產品創新程度、通路激勵、新產品計畫與通路管理、與環境變動性等關鍵因素對通路成員新產品接受度的相關聯性影響程度。
　　本研究結果發現在不同的企業屬性上，部分的構面因素確實存在顯著性的差異。就產品類別區分上，產製消費性產品之企業處於一個比較激烈的市場變動環境中，因此，該型態製造商必須採用更具誘惑的實質財務性激勵，確保通路夥伴的高度參與；並且隨時掌握市場上技術環境變動，深化其產品創新程度，藉以提高產品的競爭優勢、符合消費者需求的變動、並且發掘潛在消費群。而就不同產業與創新傾向之企業而言，其間亦存在部分的差異性，不同的產業面臨相異程度的環境變動因素，迫使企業在新產品開發的關鍵因素上採取不同程度的因應模式。探討影響通路成員新產品接受度主要因素，市場競爭強度與延伸性產品創新因素對承諾影響程度較大，而影響通路程員對新產品推廣銷售努力的因素則以對新產品的溝通以及銷售支援性的通路激勵影響為深。對於衡量新產品成功與否的新產品績效指標，針對時間性績效指標，對其影響之因素為通路成員對新產品的努力、功能替代性的產品創新型態、以及財務性的誘因激勵；就財務性的績效衡量指標而言，對其具有影響的構面因括含更廣，其中包含通路成員對新產品的努力程度、企業所處的市場變動環境與競爭強度、與通路成員新產品溝通、以及銷售支援性激勵與財務性激勵等因素，皆為影響新產品財務性績效與決定新產品成功與否的關鍵所在。

　　This study is interested in how firms perform in different industries, products, and degrees of innovativeness. Another purpose is to investigate how channel member new product adoption affect on new product performance and the factors influence on new product adoption for channel participants.
　　This study finds there are different performances among different product types, industries, and innovativeness. Firms producing consumer goods are in a more violent market environment; so, such firms have to keep pace with the change of technology and the needs and wants of consumers. In general, they involve in higher degree of innovativeness and adapt financial motivation to ensure channel members participating in marketing strategies. Also, there are different performances existing in firms with different type of industry and innovativeness. This study defines channel member new product adoption in two categories, commitment and effort. The results find main factors affect commitment of new product adoption consist of market competitive environment and extended product innovativeness. Factors of new product communication and sales support incentives are much important elements influence on effort. Moreover, factors affecting time related new product performance include effort of channel members, substituted function innovativeness, and financial incentives. For financial index of new product performance, there are wider rages of factors determined to influence on it. The result shows that channel member effort on new product, degree of competition, new product communication, sales support motivation are positive effect on new product financial performance; and market volatility and financial motivations are negative effect on it.

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