你想換手機嗎？新產品上市策略對消費者置換意願之探討

Would You Like to Replace Your Mobile Phone? The Study of Product Launch Strategies about Consumers' Product Replacement

10.6627/CIEBM.2015.10.07

陳泓儒；方文昌

產品置換 ； 產品創新 ； 產品淨空 ； 上市時間 ； 知覺價格 ； Product Replacement ； Product Elimination ； Product Innovation ； Time Interval ； Perceived Price

提升競爭力與經營管理學術研討會

10屆（2015 / 05 / 01）

115 - 129

繁體中文

在科技倍速創新的時代，消費者對產品的需求不斷在改變，各廠商無不希望能藉由各種不同的產品上市策略，來刺激消費者的購買意願。為了瞭解消費者在不同產品上市策略中，對新產品的置換意願，本研究設定四種不同的新產品上市情境策略：新產品的上市間隔時間短，舊產品淨空；新產品的上市間隔時間長，舊產品淨空；新產品的上市間隔時間短，舊產品並存；新產品的上市間隔時間長，舊產品並存；並針對每種情境發放60份問卷，共回收240問卷，來分析探討在不同的情境策略下，產品創新及消費者知覺價格對消費者在新產品置換意願的影響。研究結果顯示，當舊產品淨空且新產品上市時間間隔越短，及舊產品並存且新產品上市時間間隔長，新產品知覺價格與產品創新程度越高，顯著影響消費者置換意願。

The product launch strategy is a decision of great strategic importance in today's increasingly competitive marketplace. Due to advanced technology and product innovation, the product specification is continuing upgrade based on the consumer needs. The existing knowledge and theory about the function of the product elimination or coexistence is woefully inadequate to provide even a basic understanding of company strategy or consumer experience. All of the manufacturers hope to stimulate the product replacement intention of the consumer by a variety of product launch strategy. In order to understand the influence of consumer replacement intention in different product launch strategy. We studied through the different time interval of new product launch and the strategy of former product elimination or coexistence in the marketplace to analyze customer replacement intention. In this study, we set up four different scenarios: product elimination during shorter time interval, product coexistence during shorter time interval, product elimination during longer time interval and product coexistence during longer time interval to study the influence of new product innovation and the perceived price of new product for customer replacement intention, and issued 60 copies of questionnaires per each for analysis study. The results showed while highly product innovative and perceived price have significant impacted the consumer product replacement when product elimination during shorter time interval and coexistence during longer time interval.