本研究嘗試在關係管理的領域中，探討企業進行新產品預告活動時對供應商與顧客的互動關係。以「涉入前因（影響涉入因素）－涉入程度－新產品預告行為」為主要架構，將涉入前因與涉入程度的構念分為買方與供應商二方面探討。

本研究以資訊電子與軟體產業為研究對象，以問卷調查進行實證分析，經樣本回收驗證的結果，所歸納出的結論如下：
1.買方涉入前因對買方涉入的影響：新產品的相對優勢所帶來的效益會影響到購買者願意學習使用新產品的操作與影響到購買者所知覺的轉換成本；相容性特色易於被購買者所接受，也會影響購買者的學習與轉換使用新產品傾向；就複雜性來說，傾向於設計簡單方便，以利於購買者學習使用與轉換購買的意願。
2.供應商涉入前因對供應商涉入的影響：供應商技術能力的專精與專屬資產的投入，有助於廠商間的承諾與參與新產品開發投入的過程。
3.涉入程度對新產品預告的影響：企業在進行新產品開發與投入時，若能事先告知購買者與供應商有關新產品的相關訊息，則有助於二者善意的回應。

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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