家飾類手感產品消費者購買決策要素研究

A Study of The Elements of Consumer’s Purchasing Decision-Marking of Home-Decorative Products

曾淑雯(Shu-Wen Tseng)

指導教授 ： 賴志松 ； 鄭安欽

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

當科技發展到至極致，人們的消費觀已然改變，開始追求展現個人風格與創意設計的產品，因而導致手感產品大受歡迎，市場進入一個新的消費時代，一個追求個性的年代。
手感產品業者發揮自己的創造力製作產品，但一味的創作、生產，對於消費者的購買決策因素不了解，將造成製造後產品無法銷售。因此，手感產品製造者的問題已不是如何做好商品，而是如何掌握消費者需求，了解商品帶給顧客的感受，進而有效影響顧客最終的消費者策，這才是當前手感產品業者最重要的工作。
本研究經由相關文獻探討，以消費者行為中的Engel – Kollat - Blackwell Model，提出消費者購買決策三大構面（產品訊息、顧客價值與溝通管道），透過專家討論，建立家飾類手感產品消費者購買決策衡量構面及層級架構。之後製作AHP層級分析問卷，以直接面對消費者、對消費者有整體性了解之消費新聞記者及家飾業業主為問卷發放對象，問卷回收後運用層級分析法(AHP)進行量化分析。
本研究結果發現，消費者之家飾類手感產品購買決策中，第一層要素中權重最重者為產品訊息，其次依序為顧客價值與溝通管道。「產品訊息」評估要素相對權重分析結果，外在訊息最高之前4項，依重要性排序分別為品牌、保證、價格、商品來源，內在訊息則為品質、功能；「顧客價值」前4項依序為功能性、情感性、社會性、享受性；「溝通管道」部份，口碑比廣告重要，至於通路則實體通路為主要選擇。
依據本文研究結果可知，對於家飾類手感產品，消費者之顧客價值仍是理性（功能性）與感性（情感性）並重，並且須透過實體產品之體驗及前人經驗傳遞，方能進行購買決策。

關鍵字

手感產品 ； 層級分析法 ； 消費者行為

並列摘要

In the past decades, the consumer’s needs have changed radically. They are eager to get not only innovative but also individual style products. That is why the hand-touching products are welcome in this consumptive era.
The hand-touching products makers always design and manufacture goods depending on their own ideas. These ideas perhaps do not meet the customer’s requirements for neglecting customers’ purchasing decision-making elements.
Nowadays the problems for hand-touching products makers are not only to know how to make the best goods but also to know well the customers’ needs. That means the most important jobs for these makers are to understand the customers’ purchasing decision-making elements.
Deriving from Engel-Kollat-Blackwell Model, purchasing decision-making elements of home-decorate products are classified to three dimensions: Product Information, Customers Value and Communication Channels. Under these dimensions, hierarchical dimensions are developed by expert panel discussion and designed as AHP questionnaire delivered to those who well know products and customers’ habits, including fashion-news journalists and shop owners.
Survey data are analyzed by expert choice 2000, an Analytic Hierarchy Process (AHP) software to get the following results.
When the customer purchase the home-decorate products. The most important element in the First-Level of decision-making is Products Information, Customers Value and Communication Channels in the next place.
The Second-Level elements under the Products’-Information are divided to Internal Information and External Information. The importance sequence of Internal Information are brand, guarantee, price and source, and quality and function for the External Information.
The importance sequence of the Second-Level elements under Customers Value are functional, emotional, socialize and enjoyable. In the Second-Level elements under Communication Channels, public praise is more important than advertisement, and physical channel is more important than virtual channel under Communication Channels.
According to this study, when customers want to purchase a home-decorate products, they will focus on both rational and emotional feeling. They prefer physical store to have a purchase experience and will be easily influenced by the public praise.

並列關鍵字

Customer Behavior ； Hand-Touching Products ； AHP

參考文獻

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