PWuse2: Quantitative analysis of the product value judgment as a decision for purchase replacement

在第一个供资期间，开发了一个工具，从消费者的角度评估产品生命周期不同阶段的产品价值。通过该工具可以验证购买前和购买后消费品价值的系统性差异。在深入研究购买前和购买后阶段以及效用阶段的开始之后，第二个资金周期将回答生命周期结束时感知产品价值变化的问题。这是特别有趣的，当消费者感知价值（CPV）已经达到这样一个水平，消费者认为现有的产品没有足够的吸引力，并考虑购买一个产品。对于公司来说，重要的是要了解，在什么时候消费者考虑更换产品。通过从一开始就对产品生命周期进行前瞻性设计，并有针对性地刺激消费者购买替代品，提供了创造价值的巨大潜力。一方面可以避免产品开发和营销中的风险，另一方面可以抓住适当的机会进行经济或战略改进。然而，这种对更换消费者的决定的必要理解尚不可用。在文献中，主要是理论模型讨论所谓的过时的产品和由此产生的更换购买决策。第一个供资期的调查结果已经为量化奠定了重要基础。所开发的工具允许13个相关元素的产品价值的评估，从而提供了一个深刻的基础上的定量描述的更换购买决策。然而，对于实际应用来说，有必要详细了解更多的模型组件，例如消费者或转换条件的设置。因此，第二个供资期的目的是应用和调整所开发的工具，以调查更换采购决定。特别是，研究的问题将是，扩展的消费者感知价值的哪些要素有助于产品被消费者认为是过时的，从而引起购买替代品的动机。因此，在两个时间点的定量研究中，测量工具将用于收集相关数据。结果将再次通过定性研究进行验证。根据调查结果，将确定影响更换购买决策的因素以及产品要素的任何阈值。

During the first funding period, a tool was developed to evaluate the product value from the consumer's point of view in different stages of the product life cycle. With this tool it could be verified that the pre-purchase and post-purchase consumer product value differ systematically from each other.After intensely investigating the pre-purchase and post-purchase period and therewith the beginning of the utility-phase, the second funding period shall answer the question for changes of the perceived product value at the end of the lifecycle. It is particularly interesting, when the Consumer Perceived Value (CPV) has reached such a level that the consumer perceives the existing product not sufficiently attractive and considers buying a replacement.For companies it is important to understand, at what point the consumer considers to replace the product. Through a proactive design of the product life cycle from the beginning and a targeted stimulation of the consumer to purchase a replacement, a significant potential for value creation is offered. There is a chance to avoid the risks in product development and marketing on the one hand, on the other hand to take appropriate opportunities for economic or strategic betterment. However, this necessary understanding of the decision for replacement of a consumer is not yet available. In the literature mainly theoretical models discuss the so-called obsolescence of products and the resulting replacement purchase decision. These still not allow a quantitative description of the processes.By the findings from the first funding period an important foundation has already been laid for the quantification. The developed tool allows the evaluation of the product value by 13 relevant elements and thus offers a profound basis for the quantitative description of replacement purchase decisions. However, a detailed understanding of further model components, such as the setting of the consumer or the conversion conditions, is necessary for the practical application. Therefore, the aim of the second funding period is to apply and adapt the developed tool for the investigation of replacement purchase decisions. In particular, the research question will be, which elements of the extended Consumer Perceived Value contribute to the fact that a product is considered to be obsolete by the consumer and thus arouse the incentive to purchase a replacement.Therefore, in a quantitative study at two time points the measuring tool will be used to collect the relevant data. The results will again be verified by a qualitative study. Based on the findings, the factors influencing the replacement purchase decision as well as any threshold values for the product elements will be identified.