您為什麼再傳播？視覺提示對再傳播意願之干擾

Why Do You Re-transmit ？ Using Visual Cues as Moderator to Re-transmission Intention

本文將新產品開發（new product development）的計畫區分為多種研發（R&D） 類別。每種研發類別代表著一種可以再設計／ 升級（redesigning／upgrading）的特定產品。類別當中的每項專案執行品質（技術）都擁有多重的等級可供選擇。鑑此，本文提出一個多類別及其多等級的專案選擇性問題，該問題亦同時考量每期預算限制下的專案排程議題。本文的內容係由四個部分組成：（1） 專案推移策略的選擇係專案排序時考量軟性因素做為專案排程的架構，（2） 將消費者對產品的品牌印象引用為長期的平均獲利最大化之目標函數，（3） 將週期性預算限制及模糊價值期限轉換為一可計算之模式，（4） 轉換目標函數轉換為一適當格式，以使參數更容易被估計，進而使最終結果被解釋為具管理意涵的內容。

This paper considers the differentiation of each new product development program as multiple categories. Each R&D category involves redesigning/upgrading a specific current product. Each project has multiple choices of quality/technology standards. This work propose an approach to treat the multi-category and multi-standard project selection problem in which the scheduling is also considered concurrently under constrained periodically budget. The proposed approach consists of following four components: (1) selecting a project advancement strategy to serve as a scheduling framework for taking into account soft factors in scheduling process, (2) employing the brand-image score of consumers as the objective function for ultimately increasing long-run average profitability, (3) formulating a computable model in which periodical budget constraints are involved and ambiguous value-based time limits are specified, and (4) transforming the objective function into an appropriate form in which the parameters can be estimated more easily and the objective value can be predicated as a clear managerial implication.