| Summary: | 碩士 === 國立成功大學 === 交通管理學系碩博士班 === 90 === ABSTRACT
In recent years, new products are introduced at a quicker pace than ever. Current sales of most consumer durable goods are accounted for by replacements. In order to encourage more consumers to replace their own old product more earlier, retailers use miscellaneous promotions on the market. Among the various promotion methods, “Trade-ins” is one of the few promotion types involving the consumers’ old product. When retailers offer the same discount level in either trade-ins or price-offs promotions, is the effect the same in either case? Past researches have proved that in price-offs promotion, the gap between consumers’ perceived discount and advertised discount will increase as the discount level rises. However, if we present the promotion activities in different promotion types（trade-ins and price-offs）, is the effect of raising the discount level the same in either case?
Besides, store image often affects consumer’s perceived quality of the promoted product. Hence, does store image moderate the influence of different promotion types on consumer’s replacement purchase intention? How about the influence of the consumer’s remained mental book value of the old product he already has? To investigate the questions mentioned above, this research utilize experimental design in collecting data so as to analyze how promotion types, discount level, store image and mental book value influence the consumers’ replacement purchase intentions. The main results are as follows：
（1）Consumers’ replacement purchase intentions in trade-ins promotion are significantly higher than those in price-offs promotion..
（2）The moderating effect of store image on the influence of promotion types on consumers’ replacement purchase intention is significant.
（3）The moderating effect of discount level is not significant.
（4）Whether the promotion type can offset the loss of consumers’ mental book value is the reason why “trade-ins” and “price-offs” have significant different influences on consumers’ replacement purchase intentions.
Keywords：Promotion Type, Discount Level, Store Image, Mental Book Value, Replacement Purchase Intention
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