顧客對居家照明規劃模式與色溫之偏好分析

對於業者而言，要面對各種不同的消費者偏好並滿足其偏好，是一件費時費力的事，若能有一套足以預測顧客偏好的模式，對於業者而言將能產生相當大的經濟效益。本研究以最基本的人口統計變項為顧客的區隔變數，透過實驗設計與問卷調查等法，藉以瞭解不同性別、年齡、教育程度及年所得之顧客對於色溫變化的不同情境之偏好情形，並採用集群分析藉以瞭解顧客的偏好類型，做為業者在規劃居家照明模式的參考。研究發現：「基礎照明」元素在客廳之照明規劃上較受歡迎；「間接照明」元素與「3000K」色溫在臥室之照明規劃上較受歡迎；不論客廳或是臥室，顧客都不偏好「重點照明」模式；顧客偏好的客廳照明規劃模式包括「基礎加重點照明」、「基礎照明」、「基礎加間接照明」、「重點加間接照明」等；顧客偏好的臥室規劃模式包括「基礎加間接照明」、「間接照明」、「重點加間接照明」、「基礎照明」；顧客對於三種色溫的偏好依程度高低為「3000K」、「4000K」，但不偏好「6000K」；集群分析將顧客區分為六個偏好集群，包括「混搭偏好群」、「非重點模式偏好群」、「高度偏好群」、「低度偏好群」、「中等偏好群」、「3000K偏好群」。經研究發現，客廳或臥室之照明規劃時，可先排除「重點規劃」元素，並把重心放在色溫「3000K」及「基礎」、「重點」與「間接」混搭的規劃模式，應較能符合顧客的需求。

關鍵字

居家照明；顧客偏好；色溫；集群分析

並列摘要

It is a time-consuming and strenuous task for the enterprise to face various consumer preferences and satisfy their preferences. If there is a set of models that are sufficient to predict customer preferences, it will produce considerable economic benefits for the enterprise. In this study, the most basic demographic variables are the customer's segmentation variables. Using experimental design and questionnaire method, to understand the different gender, age, education level and annual income of customers' preferences for different situations of color temperature change, and use cluster analysis to understand the type of customer preferences, as a reference for the enterprise in planning home lighting modes. The study found that the basic lighting element is more popular in the living room lighting plan; the indirect lighting element and the 3000K color temperature are more popular in the bedroom lighting plan; regardless of the living room or bedroom, customers do not prefer the focus lighting mode; customer-preferred living room lighting planning modes include basic plus accent lighting, basic lighting, basic plus indirect lighting, focus plus indirect lighting, and so forth; customer-preferred bedroom planning modes include basic plus indirect lighting, indirect lighting, focus plus indirect lighting, basic lighting. The customer's preference for the three color temperatures is 3000K and 4000K, but does not prefer 6000K. It is divided into six preference clusters, including mix and match preference group, non-focus modes preference group, high preference group, low preference group, medium preference group, and 3000K preference group.