產品屬性資訊、品牌權益與抵價深度對消費者產品置換決策之影響

The Influences of Product Attributes, Brand Equity and Depth of Trade-Ins on Product Replacement Decisions

顧萱萱(Hsuan-Hsuan Ku) ； 邱于玲(Yu-Ling Qiu)

《台灣管理學刊》 5卷2期 (2005/08) Pp. 269-286

https://doi.org/10.6295/TAMJ.2005.0502.05

摘要

以舊品抵價置換新品是業者透過差別取價誘因，鼓勵消費者採取購買行動的促銷手法，以原品牌折價可刺激重購、鼓勵忠誠，而允許競爭品牌折價則為吸引顧客轉換。現有客戶群享有抵價置換權利時，可能會進行兩類產品資訊比較，其一為考量抵價物與可換購新品間品牌權益差異性，另外則是權衡兩者屬性優勢，此些評比結果將影響消費者對可換購新品之知覺利益，續配合抵價深度，決定消費者價格公平知覺、知覺交易價值與知覺獲得價值，以至於置換意願。而且，透過適當抵價額度，可將舊品剩餘價值實質化，有助於消費者克服持有舊品的心理成本。據此，本研究藉由實驗設計方法，操弄抵價物與可換購新品品牌權益差異、可換購新品相對優勢，以及抵價深度等三變數，並採知覺價值取向，探討影響消費者置換決策的主要路徑。研究結果支持各項假設推論，整體結構模型之適配程度亦堪稱良好。

關鍵字

產品屬性 ； 品牌權益 ； 抵價深度 ； 知覺價值 ； 產品置換決策

並列摘要

Trade-ins are the price discrimination tools marketers adopting to attract switchers from competitors or encourage consumer loyalty. When a consumer who already owns a durable-type product in a category faces the trade-ins opportunity to upgrade to a new, higher-quality product, the replacement decision is driven by comparisons of product-related information and depth of trade-ins. Based on the attributes of the new product, consumer engages in comparison to differentiate its relative advantages from the old one. In addition, consumer would take brand equity into consideration. The relative advantages and brand equity of the new product determine on consumer's perceived benefits, and in turn, along with depth of trade-ins, would result in impact on perceived price fairness, perceived transaction value, and perceived acquisition value. Consumer's replacement decision then can be guided by perceived acquisition value. Through a between-subject factorial design, this study manipulates the relative advantages of the new product, the difference of brand equity between the old product and the new one, and depth of trade-ins, to explore the ways consumers undergo to make replacement decisions. Given the favorable test results, suggestions for further explicating are offered.

並列關鍵字

Product attributes ； Brand equity ； Depth of trade-ins ； Perceived value ； Product replacement decisions

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