你想換手機嗎？新產品上市策略對消費者置換意願之研究

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

陳泓儒(Hung-Ju Chen)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

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，本研究設定三種不同的新產品上市情境策略: 新舊產品的上市間隔時間長，舊產品淨空；新舊產品的上市間隔時間短，舊產品並存；新舊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，總共回收180問卷，來分析研究在一般情境及三種不同的策略情境下，產品創新及新產品知覺價格對消費者置換意願的影響。研究結果顯示，當舊產品淨空且新舊產品上市時間間隔長，及新舊產品並存且新舊產品上市時間間隔短，新產品創新程度越高，消費者置換意願越高。當新舊產品並存且新舊產品上市時間間隔長，消費者知覺價格越低，置換意願越高。

關鍵字

知覺價格 ； 上市時間 ； 產品淨空 ； 產品創新 ； 產品置換

並列摘要

The product launch strategy is a decision of great strategic importance in today's increasingly competitive marketplace. As a result of advanced technology and product innovation, the specification of product 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 intention of consumer replacement by a variety of product launch strategy. In order to understand the influence of customer intention in different product launch strategy. We studied different time interval of new product launch and the strategy of old product elimination or coexistence in the marketplace to analyze customer intention of replacement. In this study, we set up three different scenarios to study the influence of new product innovation and consumer perceived price on customer replacement intention, and issued 60 copies of questionnaires per each for analysis study. The results showed highly innovated product has significantly affected the intention of consumer product replacement when the old product is eliminated and the launch time interval for new product is longer, and when the old and new products coexist while the launch interval of new product is shorter. The lower perceived price also affect the intention of consumer product replacement when the old and new products coexist while the launch interval of new product is longer.

並列關鍵字

Time Interval ； Product Innovation ； Product Elimination ； Product Replacement ； Perceived Price

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