新產品的預告是日常生活中十分普遍的現象，而其所涉及的產業類別也相當廣泛，舉凡電視節目的預告、電影預告片、新款手機預告、新款汽車、唱片正式上市前的造勢活動，以及新電腦軟體推出前的預告訊息等，都是活生生的例證，只是大家對於這樣的現象都習以為常，反而沒有去特別注意，或是想要深入探討這些預告背後的動機與目的。
本研究的對象向主要是台灣上市、上櫃之製造業，欲探討公司所面臨的內外部環境對新產品預告模式的影響，經過統計分析後得到結論如下：
1.市場的競爭強度的確會影響新產品預告發佈之時機，當市場的競爭強度愈強，廠商發佈新產品預告之時機愈晚。
2.消費者的學習效果的確會影響新產品預告發佈之時機，當消費者的學習效果愈強，廠商發佈新產品預告之時機愈早。
3.消費者的轉換成本的確會影響新產品預告發佈之訊息量，當消費者的轉換成本愈高，廠商發佈新產品預告之訊息量愈多。
4.廠商的市場支配力的確會影響新產品預告發佈之訊息量，當廠商的市場支配力愈大，廠商發佈新產品預告之訊息量愈少。

中文部份
1.陳建維（民國79年），台灣自用轎車業新產品預告策略之研究，國立台灣大學商學研究所碩士論文

2.倪有康（民國91年），公司內外情境因素與新產品上市策略行為之研究，國立政治大學國際貿易研究所碩士論文

3.陳美芳（民國89年），影響新產品預告發訊時間之因素(先制優勢與風險分析)，私立東吳大學國際貿易研究所碩士論文

4.王敦彥（民國94年），在不同轉換成本下新產品預告時間、內容對消費者採用行為之影響，私立南台科技大學企業管理研究所碩士論文

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