A Study on the Product’s Information Communication Effect — an Example of home furnishing store

• Main Authors: Lien-chag Chang, 張連嘉
• Other Authors: Kai-Chieh Chia
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/19129111867467589018

碩士 === 東吳大學 === 企業管理學系 === 98 === For more than ten years, various diversified, specialized and developed home furnishing stores in Taiwan have gradually become familiar to consumers and to be an important part in their lifestyle. Exemplary home furnishing stores range from international brand such as “IKEA” in Sweden, “MUJI” and “Franc-Franc” in Japan to local brand stores such as “Working House”, “PIIN” and “HOLA”. Under the specialized home-using field, each store needs to display its strong point and effectively communicate the distinct characteristics of its commodities to consumers. The most efficient method is by allowing consumers direct access to the commodities in the stores. This study found that each home furnishing store invests much resource to communicate with and attract consumers by way of providing various commodity displays, equipment, information, and implementing numerous, creative displaying techniques. With this approach, home furnishing stores can directly convey actual places, scenes, and products to consumers. This research focused on investigating the influence of advertising communication through the use of different methods of displaying commodities and providing information to consumers. From data gathering and analyzing, this study also examined the effect of the product’s information communication to consumers through various advertise and display design.