消費者評估產品升級因素之探討

Abstract

The main goal of this study was to find out the effects of decision temporal distance, different product attributes and self-regulatory focus on evaluation of product upgrade. The study was designed by two parts and the first one was primarily about the “general enhancement” on the allocation of product attributes for alignable and nonalignable product upgrades with different type of “self-regulatory focus”, “product attributes” and “decision temporal distance”. The second one was to revise the “general enhancement” to the “focus enhancement” for the allocation of product attributes for the observation on the difference of different product upgrade. The conclusions of this study are as follows: 1. The consumers with the “promotion focus” would prefer the “nonalignable enhancement” and the consumers with the “prevention focus” would prefer the “alignable enhancement”. 2. When facing the “distant future” purchase decision, the consumers would prefer the “nonalignable enhancement”. When confronting the “near future” purchase decision, the consumers would prefer the “alignable enhancement”. 3. When facing the product upgrade with the “hedonic product attribute”, the consumers would prefer the “nonalignable enhancement”. When confronting the product upgrade with the “utilitarian product attribute”, the consumers would prefer the “alignable enhancement”. 4. Under the “focus enhancement” on product upgrade, when facing the “promotion focus”, “distant future decision” and “hedonic product attribute”, the consumers would prefer the “nonalignable product upgrade”. With the “general enhancement” on product grade and facing “prevention focus”, “near future decision” and “utilitarian product attributes”, the consumers would prefer the “alignable product upgrade”.