Purpose

Taking a mental accounting theory perspective, this study explores how pricing strategy (all-inclusive vs partitioned) influences consumers' perceived residual value of a product and their subsequent intentions to upgrade to a newer model.

Design/methodology/approach

A pilot study and two formal experiments were conducted to test the hypotheses.

Findings

A partitioned (vs all-inclusive) price causes consumers to later recall a lower total cost and perceive lower residual value for the existing product, thereby increasing upgrade intentions. This finding holds for both utilitarian and hedonic products. Perceived residual value mediates the impact of the pricing strategy on upgrade intentions. The pricing strategy effect is stronger for state-oriented individuals than for action-oriented individuals.

Originality/value

This study extends understanding of the impact of pricing strategies from consumers' short-term immediate demand to long-term upgrade intentions. It also identifies a previously uninvestigated moderator (action-state orientation), clarifying the boundary conditions of pricing strategy effects. The study's conceptual framework links pricing strategy, sunk costs, perceived residual value and upgrade intentions, providing rich insights and potential research paths. These findings further enhance understanding of upgrade intentions.

中文翻译：

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定价策略对升级意愿的影响

目的

本研究从心理会计理论的角度探讨定价策略（全包与分区）如何影响消费者对产品的感知剩余价值以及他们随后升级到更新模型的意图。

设计/方法/方法

进行了一项试点研究和两个正式实验来检验这些假设。

发现

分区（相对于全包）价格会导致消费者日后召回较低的总成本并感知现有产品的较低剩余价值，从而增加升级意愿。这一发现适用于功利产品和享乐产品。感知残值介导了定价策略对升级意图的影响。定价策略对国家导向个体的影响要强于行动导向个体。

原创性/价值

本研究扩展了对定价策略影响的理解，从消费者的短期即时需求到长期升级意图。它还确定了一个以前未经调查的调节器（行动状态导向），阐明了定价策略效果的边界条件。该研究的概念框架将定价策略、沉没成本、感知剩余价值和升级意图联系起来，提供了丰富的见解和潜在的研究路径。这些发现进一步增强了对升级意图的理解。