A Study of The Elements of Consumer’s Purchasing Decision-Marking of Home-Decorative Products

• Main Authors: Shu-Wen Tseng, 曾淑雯
• Other Authors: Chih-Sung Lai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/05385802922201368299

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 97 === In the past decades, the consumer’s needs have changed radically. They are eager to get not only innovative but also individual style products. That is why the hand-touching products are welcome in this consumptive era. The hand-touching products makers always design and manufacture goods depending on their own ideas. These ideas perhaps do not meet the customer’s requirements for neglecting customers’ purchasing decision-making elements. Nowadays the problems for hand-touching products makers are not only to know how to make the best goods but also to know well the customers’ needs. That means the most important jobs for these makers are to understand the customers’ purchasing decision-making elements. Deriving from Engel-Kollat-Blackwell Model, purchasing decision-making elements of home-decorate products are classified to three dimensions: Product Information, Customers Value and Communication Channels. Under these dimensions, hierarchical dimensions are developed by expert panel discussion and designed as AHP questionnaire delivered to those who well know products and customers’ habits, including fashion-news journalists and shop owners. Survey data are analyzed by expert choice 2000, an Analytic Hierarchy Process (AHP) software to get the following results. When the customer purchase the home-decorate products. The most important element in the First-Level of decision-making is Products Information, Customers Value and Communication Channels in the next place. The Second-Level elements under the Products’-Information are divided to Internal Information and External Information. The importance sequence of Internal Information are brand, guarantee, price and source, and quality and function for the External Information. The importance sequence of the Second-Level elements under Customers Value are functional, emotional, socialize and enjoyable. In the Second-Level elements under Communication Channels, public praise is more important than advertisement, and physical channel is more important than virtual channel under Communication Channels. According to this study, when customers want to purchase a home-decorate products, they will focus on both rational and emotional feeling. They prefer physical store to have a purchase experience and will be easily influenced by the public praise.