Successive Product Upgrade Strategy and Consumers' Product Replacement Decisions

• Main Authors: Yin-yin Wang, 王銀濙
• Other Authors: Hsuan-hsuan Ku
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/cgewhn

碩士 === 東吳大學 === 國際經營與貿易學系 === 96 === In many industries, firms introduce successive generations of new and enhanced product models to remain competitive. Product enhancements target first-time purchasers and consumers who already own an existing product and are considering upgrading to a new and enhanced product. New purchaser decisions through normal purchases processes, but upgrade decisions differ from new purchase decisions because they are influenced by residual value of the existing product. In additions, the willingness of upgrader to replace existing product is influenced by time interval, between previous generation and new generation. And this research propose upgrader who already has the prior generations product decides to replace the product, it’s influenced by new generation product features and time interval. To sum up, this research is divided into four studies, in successive two steps upgrade, the firm upgrades features of product and time interval, impact the owner replacement decision. This study manipulates advanced product pattern and introduction timing pattern, to explore their influences on consumers’ willingness of replacement purchase. Results show that advanced product pattern has effects on consumers’ willingness of replacement purchase; and introduction timing pattern has effects on consumers’ willingness of replacement purchase. Advanced product pattern has moderate effect on the relationship between introduction timing pattern and willingness of replacement purchase; also introduction timing pattern has moderate effect on the relationship between advanced product pattern and willingness of replacement purchase. That means there is significant interaction effect between advanced product pattern and introduction timing pattern to consumers’ willingness of replacement purchase.