消費者對兒童家具購買意願之研究

Abstract

台灣經濟和生活水準的持續提升，國民所得亦逐年提高，但出生人口數卻逐年減少，少子化的情況越來越嚴重，相反的，父母親願意投資在孩子身上的資金也越來越高，其中包括兒童家具產品。

為了提高市占率，廠商迫切想要了解消費者真正的需求，做為研發設計時的重要參考元素，及利用不同的促銷方式來吸引消費者的購買意願，所以，本研究就以此業界的需求為動機，來了解人口統計變數、兒童家具產品、促銷方式，對購買意願的影響，以台灣一般消費大眾做為研究對象，利用問卷的方式收集資料，來驗證此研究架構。

經統計分析結果顯示，消費者對於兒童家具產品會正向影響、兒童家具產品對購買意願會正向影響、廠商利用不同的促銷方式，在不同的兒童家具產品對購買意願上會正向影響。本研究結果，期望兒童家具業者，能朝向物料來源多樣化、品牌知名度及產品的創新設計方向著手，以迎合消費者的需求，進而獲得供需間的雙贏。

With the continuously developing of Taiwan economy and living standard, the national income has also improved. However, birth rate is reduced as well. Therefore, parents would like to make more investment in children, including children's furniture products.

As the market share changes, the seller wants to find out about consumer's real demand to use as an important indicator for R&D expenditure, and make different promotion methods to attract customers. The research is based on the demand of children's furniture to understand the relationship among demographic parameters, children's furniture products, promotion methods, and influence on purchase intention. Sample data were collected from general consumers of Taiwan and were analyzed by the SPSS softwae.

The results are as follows: 1.Demographic parameters positively affect the demand of children furniture products. 2.Product attributes positively affect the purchase of children furniture. 3.Different promotion methods used by marketing in different children furniture products positively impact on purchase intention.