消費者行為探討 - 以室內設計產業為例

A Study of Consumer Behavior: The Case of Interior Design Industry

馮天駿(Tien-Chun Feng)

指導教授 ： 林哲群

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2020年)

摘要

本研究針對消費者的行為模式去做分析探討，在經過與消費者與設計師討論後，收集與整理相對應且有研究價值的項目，最後集結而成問卷，讓不同的消費者去做填寫，在收集完相關問卷後做分析與探討，期望找出通用的消費者行為模式且藉由不同的群體分析出不同的結果，找到相對應的行銷對策，以達到最有效率與價值的行銷投資方向，藉此達到行銷投資的最大綜效。針對其結果來看可以區分為三個不同的要素，從消費者的選擇管道來看，朋友介紹、雜誌刊登、網站討論區是非常值得投資的部分;從消費者選擇室內設計師的要素來看，有相關作品、親和力、設計師的名聲，其會是消費者考量的重點;完成後的看法與評價來看，其消費者普遍滿意當初的選擇，由此可知，共同參與設計會增加消費者的信心度及滿意度。最後，針對此研究整體歸納出三個重點: 1,親和力 2,設計師的名聲 3,共同參與的過程，這三個部分不只會影響到當初的選擇行為亦會影響到事後的評價，尤其是參與設計的過程也會讓消費者更確信他的選擇而達到引導消費者做決策的目的。

關鍵字

室內設計產業 ； 室內設計師 ； 行銷對策 ； 消費者行為模式

並列摘要

This research analyzes and discusses consumer behavior patterns. After discussions with consumers and designers, collect and organize corresponding and research-worthy items then gather them into questionnaires for different consumers to fill out. I collected the questionnaires and finished the analysis for the results. I hope to find common consumer behavior patterns and analyze different results through different groups to find corresponding marketing strategies to achieve the most efficient and valuable marketing investment. In order to achieve maximum synergy of marketing investment as the target. According to the results, it can be divided into three different elements. From the perspective of consumers' choice channels, friends' introduction, magazine publication and website discussion board are very worthy of investment. From the consumer choice of interior designer elements, having related projects, affinity, designer's reputation, it will be the focus of consumer consideration; After the completion of the view and evaluation, consumers are generally satisfied with the original choice, it can be seen that participation in the design will increase consumer confidence and satisfaction. Finally, study the overall summarized three key points: 1, affinity 2, reputation 3, participate in the process, the three parts not only affect the original choice behavior will also affect the project evaluation, especially involved in the design process will make consumers more convinced that his choice and achieve the goal that guide the decisions of consumers.

並列關鍵字

interior design industry ； interior designer ； marketing strategy ； consumer behavior model

參考文獻

英文部分：

Assael, Henry (2006). Consumer Behavior：A StrategicApproach, Houghton Mifflin Company, Boston Kent.

Berman,B. & Evans,J.R.(1982). Marketing, Macmrillian Publishing Co.,pp.189-193.

Dholakia, U. M., & Rego, L. L. (1998). What makes commercial web pages popular? An empirical investigation of web page effectiveness. European Journal of Marketing, 32(7/8), 724–736.

Engel, J.F., Blackwell, R.D. and Kollat, D.T. (1993), Consumer behavior, Orlando: The Dryden Press