| dc.contributor | 國貿系 | |
| dc.creator (作者) | 陳建維 | |
| dc.date (日期) | 2017-08 | |
| dc.date.accessioned | 7-Apr-2026 13:28:34 (UTC+8) | - |
| dc.date.available | 7-Apr-2026 13:28:34 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-Apr-2026 13:28:34 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=181945 | - |
| dc.description.abstract (摘要) | 購買高科技耐久產品鮮少為一次性事務，升級係指消費者再購或續購改良版之產品。本研究希冀對消費者升級購買決策相關文獻有所貢獻，特別是消費者是否或何時購買升級產品？計畫一(第一年)主要探討知覺創新率與預期價格下跌以及升級延遲之關係，在此認知基礎的模式中納入情感狀態變數—預期悔恨，做為中介變數，並提出從眾傾向當做預期悔恨與升級延遲之間的調節變數。計畫二(第二年)則是進一步依時間角度探究消費者的升級決策，模式驗證新近程度與購買可能性之負向關係，新近程度係衡量消費者上次購買某一公司產品迄今已經多久，本計畫提出此關係受到獨特性需求、品牌權益以及知覺創新率之調節，而此三個調節變數分別反映消費者、公司以及市場異質性。有關本計畫所需之消費者資料預計以線上與郵寄調查方法蒐集，假設檢定則透過結構方程式模式與調節迴歸分析進行，最後並依據研究發現探討理論與管理意涵。 | |
| dc.description.abstract (摘要) | Purchases of high-technology durable goods are rarely one-time affairs. Upgrade refers to a consumer’s second or later time purchase of an improved version of a product. This research aims to contribute to the literature on the decision of consumers’ upgrading purchases, specifically whether and when to upgrade. Study 1 incorporates affective state, anticipated regret in particular, into a cognition-based model that links perceived rate of innovation and expected price decline with consumer’s propensity to delay purchases. Anticipated regret partially mediates the relationships between perceived rate of innovation and expected price decline and the propensity to delay purchases. The model also includes conformity, which reflects consumer heterogeneity, as a moderator of the anticipated regret-purchase delay link. Study 2 further investigates upgrading decision from a temporal perspective. The proposed model examines the negative relationships between recency, i.e, how long it has been since the consumer’s previous purchase from the focal firm, and purchase likelihood. The recency-purchase likelihood relationship is expected to be moderated by need for uniqueness, brand equity, and perceived rate of innovation. These three moderators are used to reflect contingencies related to consumer, firm, and market heterogeneity. Consumer data will be collected mainly by online and mail surveys in Taiwan. Hypothesis testing will be conducted through structural equation modeling and moderated regression analysis. Theoretical and managerial implications will be discussed based on the findings of this research. | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST104-2410-H004-131-MY2, 104.08-106.07 | |
| dc.title (題名) | 高科技耐久產品之升級決策：認知與情感觀點 | |
| dc.title (題名) | Upgrade Decisions of High-Technology Druable Products: Cognitive and Affective Perspectives | |
| dc.type (資料類型) | report | |
