模組化系統性產品抵價策略與消費者產品置換決策：消費者知覺取向

Trade-In Strategy of Modular Products and Consumer's Product Replacement Decisions: Consumer Perception Approach

顧萱萱(Hsuan-Hsuan Ku) ； 陳怡如(Yi-Ru Chen)

《臺大管理論叢》 16卷1期 (2005/12) Pp. 133-154

https://doi.org/10.6226/NTURM2005.16.1.133

摘要

本研究探討模組化系統性產品中元件廠商採取抵價促銷策略時，元件產品特性和抵價深度對消費者置換意願的影響。元件產品特色含統整功能程度與創新程度，愈屬於核心元件或創新程度愈高，將有助於提高消費者知覺利益，然後，參酌抵價深度與其所決定之知覺價格，影響知覺價值，以至於置換意願。此外，元件所發揮的統整功能程度愈高，或知覺利益愈高時，消費者轉換成本較高，抵價置換意願應提昇。研究方法採三因子實驗設計，操弄元件統整功能程度、創新程度與抵價深度，並以轉換成本、知覺利益、知覺價格與知覺價值爲內生變數，探討影響消費者置換意願的路徑。結果顯示除元件統整功能程度對轉換成本，以至於消費抵價置換意願的影響位成立外，其餘假設均獲支持。

關鍵字

模組化系統性產品 ； 統整功能程度 ； 創新程度 ； 抵價深度

並列摘要

This study explores the influences of characteristics of components and depth of trade-in on consumers' product replacement decisions when component producers of modular products adopt trade-in promotion. The degree of global performance individual component governing and the degree of innovation of the new advanced product would determine consumers' perceived benefits. And in turn, along with perceived price, decided by depth of trade-ins, would result in impact on perceived vlaue. In addition, the degree of global performance individual component governing and perceived bendfits may have positive relationships with switching costs. Consumer's replacement decision then can be guided by perceived value and switching costs. Through a between-subject factorial design, we manipulates characteristics of components and depth of trade-in, and incorporates in perceived benefits, perceived price, perceived value, and switching costs as endogenous variables, to explore the ways consumers undergo to make replacement decisions. Except for the influences of the degree of global performance individual component governing on switching cost, and in turn on consumer replacement decisions, all other hypotheses are suported.

並列關鍵字

modular products ； the degree of global performance ； the degree of innovation ； depth of trade-ins

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