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。

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.

謝 詞 I
中文摘要 II
英文摘要 III
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究步驟與流程 3
第二章 文獻探討 5
第一節 產品升級策略 5
第二節 新產品上市策略與消費者置換意願 6
第三章 研究方法 21
第一節 研究架構與假說 21
第二節 研究設計 22
第三節 變數之操作定義與衡量 23
第四節 研究資料收集 25
第四章 資料分析與討論 27
第一節 樣本結構分析 27
第二節 信效度分析 28
第三節 假說檢定結果 29
第四節 使用者經驗分析 31
第五章 結論與建議 33
第一節 總結 33
第二節 管理意涵 34
第三節 研究限制與未來研究方向 34
參考文獻 37
附錄一 問卷 41
著作權聲明 49

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三、網路參考資料
楊伶雯（2014），iPhone 6 + 中階機熱銷 IDC：台灣Q3手機總量255萬支季增10%，2015年2月6日。取自http://news.cnyes.com/Content/20141127/20141127200044054164710.shtml
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