消费者行为理论模式之应用―以宜兰地区家具消费者购买行.PDFVIP

消費者行為理論模式之應用 ― 以宜蘭地區家具消費者購買行為為例 張 錫 鈞 國立宜蘭技術學院森林系 摘 要 以宜蘭地區居民為研究對象，採用問卷法以瞭解他們最近一次購買家具時的行為 與對家具及家具店屬性的觀點。 資料經分析後，得到以下的結論： 1.木、藤或竹類材質的家具，最受消費者的喜愛； 2.對家具的認識、價格合理與否、家具上的標示是消費者判斷家具品質的三個最主要依 據； 3.價格、材料種類、安全檢驗合格標誌是消費者最期望在家具上看到的標示或說明； 4.選擇家具時最重視的三個屬性依序為：(1)安全性(2)耐用程度(3)製造材料的種類。經 主成份分析法分析後，得到三個因素為：「產品品質」、「產品外觀」、「產品品牌」。 5.在選擇家具店時，消費者認為最重要的前三個屬性依序為：(1)家具品質(2)家具種類 及型式(3)有無售後服務。經主成份分析法分析後，得到四個因素為：「產品歧異度」、 「專業技術與行銷」、「商家服務品質」、「購物的便利性」。 關鍵詞：問卷法、屬性、主成份分析法 An Application on the Model of the Theory of Consumer’s Behavior -- Example for the Buyers Behavior Towards Furniture in I-Lan Shyi-Jiun Chang Department of Forestry National I-Lan Institute of Technology Abstract The main purpose of this study is to understand ( by using questionnaire )the purchasing behavior of residents in I-Lan county, and their view about attributions of furniture and furniture stores. The results from the analysis of data are shown in following points : 1.Furnitures made of wood, rattan or bamboo are the consumers’ favorite. 2.Their knowledge of furniture, Fitting price or Indications are determined the quality of furniture by the consumers. 3.Price, Material or Qualified labels of safety is their most expectation to see the labels or indications on furniture. 4.The three most important attributions of selecting furniture are Safety, Durability and Material. Three factors, abstracted from 11 attributions of furniture by Principal Component Analysis, are Quality of furniture, Appearance of furniture, and Brand. 5.The three most important attributions of selecting furniture store are Quality, Kinds and style and After sales ser