自組式木製品作為商業禮品適合性之研究（II）－邏輯模式應用在消費行為分析

Study on Suitability of DIY Woodwork Products as Commodity Gift-(II) Application of Logit Model to the Consumer Behavior Analysis

陳載永(Tsai-Yung Chen) ； 徐俊雄(Chun-Hsiung Hsu) ； 陳合進(Ho-Chin Chen) ； 林慧姿(Hui-Tzy Lin) ； 張嘉容(Chia-Jung Chang) ； 李瑞珍(Ruey-Jen Lee)

《林產工業》 20卷2期 (2001/06) Pp. 99-110

https://doi.org/10.6561/FPI.2000.20(2).2

摘要

本研究延續自組式木製品作為商業禮品適合性之研究（I），針對受訪者之產品偏好及購買意願等，分析結果綜合如下：從對數線性模式分析消費者偏好發現，（1）年齡對自組式木製品顏色的選擇及了解工具種類和價格的意見上，有明顯影響。（2）超過60%受訪者，喜歡木材原色，且年紀愈大，偏愛的機率愈高；（3）60歲以下者，想知道「自組式木製品」的工具種類和價格的機率較高。每月收入多寡對優先考慮因素及可能接受價位的看法不一致，整體觀察購買自組式木製品時最優先考慮的因素是經濟實用。（4）價格以200－399元最理想，但隨著收入增加，看法逐漸改變，特別是10萬元以上收入者，同時重視造型美觀及送禮的適合性，價位若在400－599元之間也可以接受。有93.9%的受訪者非常樂意親自組裝自組式木製品。半數以上受訪者認為「可享受自己動手做的樂趣」是自組式木製家真的最大優點。

關鍵字

自組式 ； 對數線性模式

並列摘要

This is part two of a series entitled ＂STUDY ON THE SUITABILITY OF DIY WOODWORKING AS GIFT COMMODITY＂, this study emphasizes on the analysis of consumer's behaviors, including product preference, buying motive, etc. The results were summarized, as follows: By the analysis of the log-linear preference model, it shows that (1) age is the most significant factor affecting the consumer's behaviors. (2) More than 60% of Questionaires prefer original wood color if selection is available; this tendency increases with increasing age. (3) The age group below 60 is more price-alert and practical. They are more inclined to seek economic price and the availability of assembly tools in the market. And (4) the acceptable price to a great is depended on personal income. Currently the most suitable price is about the Questionaires NT200-239 dollars, but if the item is useful, the price could raise to NT400-599 dollars. The most important finding in this study is about 93.9% of ike to finish the preferred woodworks by their own hands. And more than 50% of the Questionaires greatly enjay the pleasures derived from DIY woodworking products.

並列關鍵字

DIY ； Log-linear model