- 學位論文
Enticing Consumers to Buy Innovation Products: The Context of Upgrading Behavior
Enticing Consumers to Buy Innovation Products: The Context of Upgrading Behavior
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摘要
本論文主要是找出並印證該影響使用者升級成下一世代科技產品的前置因子，企圖實證其中因果關連性。在理論部份，採用前、採用後期理論、過去學者研究之升級文獻、以及價值基礎理論被用在本論文中以探討升級議題。又我們以多重世代的行動電話作為本論文中的研究標的，從中瞭解消費者之升級意願。 本研究結果發現如下： 1. 價值衡量影響消費者升級成下一世代科技產品的意圖。 2. 結果證實，知覺有用、知覺價格與知覺有趣性，透過知覺價值作中介，對升級意願有顯著的影響。 3. 滿意度對升級意願有正反效果的影響。 這些發現結果顯示，行銷經理人可以透過消費者對下一世代科技產品的認知，進而採取適當的升級產品組合及行銷方案。
並列摘要
This study empirically examined that the antecedents may affect the intention of users to upgrade to a successive version of high technology products. Post- and pre-adoption theories, upgrade literature and even the value-based theory were employed. Multi-generation mobile phones were chosen for our sample to examine customer upgrading intention. Results showed that value assessment affects a technological product user's intention to upgrade the next-generation version. Furthermore, perceived usefulness, perceived price and perceived enjoyment were found to be significant effects on upgrading intention through the mediation of perceived value. Besides, satisfaction had both positive effect and negative effect on intention to upgrade. These findings imply that customers perceive the next-generation technological product and this perception enables marketers to launch a proper upgrading product.
參考文獻
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