涉入及產品知識對消費者購買決策之研究—以室內裝修業為例

Abstract

隨著國人對居家品質要求提升，室內裝修風氣逐漸興盛。本研究企圖透過研究消費者在室內設計裝修的購買決策行為進一步了解消費者，本研究提供設計師區隔客群方式，針對不同客群考量因素滿足其需求。並提供給有室內設計裝修需求的消費者能有所依據更確立自己的需求優先順序，更有效的與設計師溝通，也可依據個別偏好準則篩選設計師。 本研究主要分為兩大部分： 1. 涉入及產品知識對室內設計裝修消費者購買決策影響。 2. 以涉入及產品知識將有經驗之消費者分群，描述不同族群消費者的樣貌及購買決策行為差異。

研究成果如下： 1. 以迴歸模式探討涉入及產品知識對消費者購買決策之影響，研究假說結果皆獲支持。 H1a：涉入與資訊搜尋意願有正向顯著相關性。 H1b：涉入與設計考量因素有正向顯著相關性。 H2a：產品知識與資訊搜尋意願有正向顯著相關性。 H2b：產品知識與設計考量因素有正向顯著相關性。

2. 以涉入及產品知識將有室內設計裝修經驗的消費者分為兩群。低涉入低產品知識族群購買決策特徵包含：選擇廠商因素首重價格，裝修總價較低，不主動搜尋資訊，對於設計內容較不注重，但仍認為功能性比設計感重要。而高涉入高產品知識族群在選擇廠商時最重視施工品質，其次才是價格，重視設計內容，尤其注重舒適性與實用性，會積極搜尋資訊並向有經驗親友請教。

3. 實務建議室內設計裝修業者可樹立良好品牌形象，對於高涉入高產品知識的消費者提供詳細清楚的資訊，以專業吸引此類消費者，並增加曝光度，提供網路資訊。而針對低涉入低產品知識族群，可以簡單功能的低價方案吸引；或是動之以情，試著提高此族群的涉入程度。

With the requirement to upgrade the quality of home life, interior decoration industry is flourishing. This study is to investigate consumers purchase decision on interior design. This study helps designers to segment customer groups. Moreover, it helps consumers to clearly describe their needs and priorities. In other words, this helps the communications between interior designers and consumers.

This study is divided into two parts: 1. The relationship between involvement, product knowledge and consumer purchasing decision on interior decoration. 2. Cluster Analysis of involvement and product knowledge.

Research results are as follows: 1. Regression Analysis of involvement, product knowledge on consumer purchasing decisions. The results of hypotheses were supported. 2. Consumers are divided into two groups by involvement and product knowledge. Groups of low-involvement and Low-product-knowledge are price-sensitive.They spend less money in interior decoration. They do not search for information actively. They less emphasis on content for the design and more on functional. The groups of high-involvement and high-product-knowledge are most concerned about the quality of construction, followed by the price, design contents. They particular emphasis on comfort and usability and they actively search for information or ask experienced friends. 3. For practical advice, companies or designers can establish a good brand image and provide sufficient information for the consumers who are high-involvement and high-product-knowledge. Companies or designers can attract such consumers through professional image, increase product visibility by providing internet information. Companies or designers can simply feature low prices to attract the groups of low-involvement and low-product-knowledge, or they can try to improve this population's involvement.