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

在第一个资助期间，开发了一个工具，从产品生命周期不同阶段的消费者角度评估产品价值。利用该工具可以系统地验证购前和购后消费者产品价值的差异。在对购买前和购买后进行深入调查之后，随着实用阶段的开始，第二个资助期将回答生命周期结束时感知产品价值变化的问题。特别有趣的是，当消费者感知价值（CPV）达到这样一个水平，消费者认为现有产品没有足够的吸引力，并考虑购买替代品。对于公司来说，了解消费者在什么时候会考虑更换产品是很重要的。通过从一开始就积极主动地设计产品生命周期，并有针对性地刺激消费者购买替代品，提供了巨大的价值创造潜力。一方面有机会避免产品开发和营销中的风险，另一方面可以采取适当的经济或战略改善机会。然而，对于更换消费者的决定，这种必要的理解还没有实现。在文献中，主要是理论模型讨论所谓的产品过时和由此产生的更换购买决策。这些仍然不允许对过程进行定量描述。根据第一个资助期的调查结果，已经为量化奠定了重要的基础。所开发的工具可以通过13个相关元素对产品价值进行评估，从而为替代购买决策的定量描述提供了深刻的基础。但是，对进一步的模型组件的详细理解，例如消费者的设置或转换条件，对于实际应用程序是必要的。因此，第二个资助期的目的是应用和调整已开发的工具来调查更换购买决策。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消费者认为产品过时，从而激发购买替代品的动机。因此，在两个时间点的定量研究中，将使用测量工具来收集相关数据。这些结果将再次通过定性研究加以证实。根据调查结果，将确定影响更换购买决策的因素以及产品元素的任何阈值。

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.