| Summary: | 碩士 === 中國科技大學 === 企業管理研究所 === 100 === As the market of consumer electronics product gets crowded, to respond the cutthroat competition and the demand of the market, companies constantly introduce their own media tablet to stay fresh. The using of the marketing strategy of product enhancement is the result of the companies operating the co-opetition strategy, trying to find a breakout from the dynamic competition, grabbing a bigger market share and strengthening company competency.
This research investigates the companies’ operation on strategy of product enhancement in consumer electronics product market by analyzing the following three aspects of the strategy of the case company: time span between announce and release, launch schedule, and launch frequency. The consumer purchase decision process involving companies stimulating market, and consumer engaging with the marketing message and finally being triggered the demand and the interest for the product is the process of consumer involvement. Degree of the involvement depends on the importance of the products acknowledged by the consumer; more importance perceived by the consumer on the product, higher motivation consumer gets involvement. The research studies the three aspects of consumer involvement, advertising involvement, product involvement, and purchase involvement, to investigate the influence they exerting on the consumer purchase decision process.
To simulate the eight conditions of the marketing of the enhanced products, the research used the three marketing strategies of product enhancement as the factors in experimental design, which are applied as three independent variables while the consumer involvement and purchase decision are dependant variables, thus the causality and interaction among them can be observed. The four objectives of the experiment are to: first, explore the influence of companies employing the marketing strategy of introducing upgraded products on consumer involvement; second, the influence of consumer involvement on purchase decision; third, the influence of marketing strategy on purchase decision; finally, the influence of population statistic variables on the constructs. The research took ipad using or purchasing consumers as participants; after discarding invalid samples, a total of 320 samples were gained for each simultaneous condition gaining 40 valid questionnaires. Then, a statistic analysis was undertaking to determine the correlation among the constructs and variables.
The result of the study indicates that the interactive effect of three factors of marketing strategies influences consumer involvement significantly. Among them, the “time span between announce and release” is the main effect; it influences the advertising involvement and product involvement significantly and influences the purchase involvement less significantly. The product involvement and purchase involvement influence the purchase decision of first-time buyer and repeated buyer significantly; while, the advertising involvement influences first-time buyer and repeated buyer less significantly. Thus the research proposes reference for future study and for practical use basing on the established framework and the result gained accordingly.
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