摘 要
近年來，新產品推陳出新的腳步越來越快，消費者對於耐久財的購買大部分都是屬於替換購買的情境。業者為了能吸引更多消費者提早更新他們舊有的產品，因此隨處可見各式各樣的促銷活動。在這眾多的促銷方式裡，「以舊換新」是少數有考量到消費者原有舊產品的促銷方式之一。那麼當業者所提供的折扣幅度相同時，「以舊換新」和「直接降價」兩種促銷方式對於消費者替換購買意願的影響是一樣的嗎？在「直接降價」促銷方式下，過去研究已證實隨著折扣幅度的提高，消費者的知覺折扣幅度和促銷活動中的折扣幅度之間的差距也會跟著提高。然而，如透過不同的促銷方式（以舊換新和直接降價）來呈現促銷活動，當折扣幅度提高時，在不同促銷方式下的效果是一樣的嗎？
此外，商店形象往往會影響到消費者對促銷產品的知覺品質，那商店形象的高低是否會干擾不同促銷方式對替換購買意願的影響呢？而消費者原有舊產品在其心中剩餘的心理帳面價值又會有何影響呢？為探討以上問題，本研究利用實驗設計的方式來蒐集資料以分析促銷方式、折扣幅度、商店形象和心理帳面價值對消費者替換購買意願的影響。本研究所得之重要結論如下：
（1）以舊換新下的消費者替換購買意願顯著高於直接降價下的消費者替換購買意願。
（2）商店形象的高低對促銷方式影響替換購買意願的干擾效果是顯著的。
（3）促銷方式和折扣幅度對替換購買意願的交互影響並不顯著。
（4）促銷方式能否彌補消費者心理帳面價值的損失，是「以舊換新」和「直接降價」此兩不同促銷方式對消費者替換購買意願影響有差異的原因。

關鍵字：促銷方式、折扣幅度、商店形象、心理帳面價值及替換購買意願

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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