室內設計服務採購之消費者決策探討-以大台北地區為例

Consumer decision making of interior design services procurement-Taipei area for example

王稚云(Chih-Yun Wang)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2012年)

摘要

室內設計是一種高消費金額的高度客製化的行業，消費者在做服務採購的決定之前，通常都會多加比較，避免吃虧，降低風險。相對的，在以往的社會，室內設計業者的客戶來源，通常也是介紹的客戶居多。
但是，在知識普及化的時代，消費者在蒐集資料上就容易得多，除了透過親友介紹，同時也會選擇透過網路搜尋或是其他的管道來尋找設計業者，消費者做服務採購的決策就顯得相當重要。本研究針對室內設計之消費者編制「室內設計之消費者決策探討調查問卷」，針對消費者在進行室內設計服務採購做決策的探討，依照五個變項分別為: 性別、年齡、婚姻狀況、年收入及居住區域，及十三個題目所彙整統計。總共預計調查250份問卷，最後收回205份，有效問卷199份，有效回收率79.6%。
就研究結果顯示如下:
室內設計消費者在做服務採購前，68%的消費者會透過親友介紹來尋找設計師，47%的消費者會網路搜尋關鍵字、38%利用網路平台來尋找或是選擇設計師，67%選擇三至五家設計公司做為比較的基礎以降低選擇設計師的風險。58%消費者最在乎是否為合法的室內裝修業、41%消費者在乎的是設計公司的工程實績、26%消費者在乎設計公司的接案方向、34%消費者在乎設計師是否具備專業證照及能力、63%消費者在乎設計師的設計風格、53%消費者在乎設計相關費用，其次才是公司的知名度22%、公司所在位置6%等。
室內設計是一項需要高涉入的採購項目，消費者在做服務採購的過程廣泛且複雜，消費者的期待往往與設計業者所能提供的相差甚遠，設計業者是否以服務的角度去了解之中的差異並滿足客戶的期待與在乎的需求，就能成為消費者的首選，將成為後續研究的主要重點。

關鍵字

室內設計 ； 客製化 ； 消費者決策

並列摘要

Interior design is the kind of highly customized business with rather high amount of consumption expense, and so before consumer is to conduct the decision of service purchase they would usually do a lot of comparisons in order to avoid suffering loss and lower risk. On the other hand, the sources of clients for interior design operators in the past would be clients that are being referred by others.
However, in times of knowledge popularization it would be lot easier for consumers to collect information. Aside from referral by relative and friend, they can, at the same time, have sought operators of interior design through network search or other channels, and it is why decision making by consumer for service purchase can become so important. This study would focus on consumers for interior design to compose “investigation survey questionnaire on consumer decision making for interior design,” and it would place on the investigation of decision making by consumers as they conduct service purchase of interior design, which are proceeded according to five variables respectively as gender, age, marital status, annual income, and residence area, totaling 13 questions for organization and statistics. As a whole, 250 questionnaires are sent out, with 205 copies retrieved, and valid questionnaires are 199 copies, with availability rate reaching 79.6%.
And research results are indicated as follows:
Before consumers for interior design are to conduct service purchase, 68% of them would request friends and relatives as they seek for designer, 47% would search for key word through network, 38% would make use of network platform to search or select designer, 67% would select three to five designing companies as basis for comparison to lower the risk of designer selection, 58% of the consumers care most if the interior designing operator is legal, 41% of the consumers care most about the actual engineering performance of the design company, 26% of the consumers care about the case-reception approach of the design company, 34% of the consumers care if the designer is equipped with professional license and competence, 63% of the consumers care about the design style of the designer, and 53% of the consumers care about the related expense of design. Given with the aforementioned issues, 22% of the consumers would care about company reputation, and 6% about company location.
Interior design is the kind of purchase item that would need intensive involvement, and the processes of service purchase conducted by consumers are rather extensive and complicated; besides, what can be offered by interior design operator is, oftentimes, far from the expectation of consumers. Therefore, it would become the top priority of consumers if the design operators can, through service perspective, appreciate the difference and accommodate the expectation of customers and needs they care for, and such an issue would then become the major focus for subsequent study.

並列關鍵字

interior design ； customization ； consumer decision making

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