影響購買產品意願要素之研究－以木質板凳為例

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Title:	影響購買產品意願要素之研究－以木質板凳為例
Other Titles:	A Study of the Factors Affecting on Customers Purchase Intention--A Case of Wooden Chair
Authors:	毛秀玲 MAO, HSIU-LING
Contributors:	產品與室內設計學系鄭順福 CHENG, SHEN-FU
Keywords:	購買意願;板凳;功能;造型;材質 purchase intention;bench;function;shape;material
Date:	2019
Issue Date:	2022-04-28 15:03:46 (UTC+8)
Abstract:	本研究的目的在探討板凳的功能、造型、材質、其他可能考慮的因素影響消費者購買意願之程度，採用問卷調查法，以「影響購買產品意願要素之研究-以木質板凳為例」之問卷，做為研究工具，將不同消費者之性別、年齡、學歷、職業、平均月收入為自變項，以椅凳功能、造型、材質、其他考量因素為依變項，針對台灣地區的消費者，採隨機邀請方式進行問卷調查。根據問卷調查所得資料進行喜好度、差異性、相關性的統計分析，並提出結論建議。1.不同背景消費者對影響選購木質板凳四大因素之喜好度　　消費者在功能方面對於具有收納及不同使用功能的板凳有較高的評價，在造型方面對於圓型及橢圓形有較高的評價，在材質方面對於家具椅凳以「木」為主要材質(80%以上)製造有較高的評價。在其他可能考慮的因素方面對於考慮「環保因素」有一致性的高評價。2.不同背景之消費者對影響選購木質板凳四大因素喜好度的差異性　　不同性別、學歷之消費者對於功能的喜好度無差異性存在。不同性別、年齡、學歷、職業、月平均收入之消費者對於造型的喜好度無差異性存在。不同性別、學歷、職業、月平均收入之消費者對於材質、其他可能考慮的因素喜好度無差異性存在。3.不同背景之消費者對影響選購木質板凳四大因素喜好度的相關性　　不同功能、材質、其他可能考慮的因素方面，喜好度沒有顯著的相關。但是在造型方面，喜好度具有顯著的相關性。　　The purpose of this study is to explore the function, shape, material, and other factors of a bench that may affect the degree of a consumers willingness to purchase. Using the questionnaire survey method, the questionnaire ＂Influencing the willingness to purchase products - taking the wooden bench as an example＂ as the research tool, with the gender, age, education, occupation, and average monthly income of different consumers as independent-variables, and the function of chair and stool, shape, material, and other considerations as the dependent variables. The research target group are the consumers in Taiwan. Questionnaires was conducted by random invitation. According to the data obtained from the questionnaire survey, the statistical analysis of the degree of preference, difference and correlation was made, and the conclusions were proposed.1. Different background consumers on the four factors of preference affecting the purchase of wooden benches.　　In terms of functions, consumers have a high evaluation of the bench with storage and multiple functions. In terms of the shape, there is a high evaluation of the round shape and the oval shape. In terms of materials, made of ＂wood (more than 80%)＂ as the main material has a higher evaluation. There is a consistently high evaluation of the consideration of ＂environmental factors＂.2. Differences in the preferences of consumers with different backgrounds on the four factors that affect the purchase of wooden benches　　Consumers of different genders and educational background have no differences in their preference for function. Consumers of different genders, ages, educational background, occupations, and average monthly income have no difference in the preference of the shape, material, and other potential factors that may be considered.3. The correlation between the influence of consumers of different backgrounds on the four factors affecting the purchase of wooden benches.　　There is no significant correlation between functions, materials, and other potential factors that may be considered. However, on the stylish design, the degree of preference has a significant correlation.
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