產品升級上市策略與消費者產品置換決策

Firm Introductory Strategies of Product Upgrades and Consumers' Product Replacement Decisions

10.6226/NTURM2010.21.1.239

顧萱萱(Hsuan-Hsuan Ku)；洪敏珊(Min-Shan Hong)；郭建志(Chien-Chih Kuo)

產品升級 ； 上市策略 ； 產品置換決策 ； product upgrades ； introductory strategy ； product replacement decisions

臺大管理論叢

21卷1期（2010 / 12 / 01）

239 - 261

繁體中文

消費者進行升級性產品置換決策時，需考量處置舊式產品可能遭逢的心理會計效應，以及置換升級品之邊際利益，本研究即以低階品與升級品未來期望愉悅感差距、低階品心理面值為中介變項，探討廠商升級上市策略，包括升級品上市時低階品淨空程度、升級品上市時機，以及升級頻次等，對消費者產品置換意願之影響。研究結果發現廠商推出升級品時，若對低階品採取淨空策略、升級品與低階品間上市時間間隔愈長，或既定時間內，升級頻次愈少，消費者所知覺之低階品與升級品間未來期望效用差距愈大，升級置換意願愈高。

In making replacement decisions, consumers compare the adequacy of the current version in satisfying needs with the enhanced benefits of an upgrade. In addition, replacement decisions are hindered by the mental costs associated with taking an existing product out of commission while it is still functional. To make continual product enhancement successful, manufacturers should deliberate consumer replacement decisions and strategically manage upgrades. This study focuses on the issues of firm introductory strategies of product upgrades, including the market status of the prior generation product with each subsequent introduction, frequency and timing of introduction, and their impacts on consumers' product replacement decisions. The results show that both of the deletion of the prior generation product and introductory timing of product upgrades have positive effects on the marginal benefits of the new version. On the contrary, the introductory frequency of product upgrades has a negative effect on it. The marginal benefit of the new version has positive relationship with consumers' replacement intentions.

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