The Impact of Product Design and Personality on Preference of Furniture.

• Main Authors: Chen-Hsuan Wu, 吳晨瑄
• Other Authors: 曾義明
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74337696716150377158

碩士 === 淡江大學 === 國際企業學系碩士班 === 99 === As time goes by, enterprises will face more challenges. We also find that when consumers buy goods, not only for products provide the basic value, but the added value beyond the basic value. To meet consumer’s increasing products requirements, enterprises can use innovative product design to achieve product differentiation. Moreover, they should realize the consumer’s requirements so that they can successfully design products what consumers want. Therefore, the study investigates product design, personality of consumers and preferences of furniture purchasing of consumers and establish three main hypotheses to examine the relationship between three of them. After collecting questionnaires and analyzing by statistical methods, the results show that consumer’s personality can partly influence furniture purchasing preferences of consumers. Especially extraversion or openness has obvious relevance with consumer’s furniture purchasing preferences. Besides, the viewpoint of product design what consumers care can partly influence furniture purchasing preferences of consumers. Especially emphasis on external beauty or functional design of furniture has obvious relevance with consumer’s furniture purchasing preferences. Consumer’s personality also can partly influence what viewpoints of product design they care. Through the results of the study, in order to realize what consumers want, we can implement market surveys before designing furniture. We not only care about human factors design, but also can put more emphasis on external beauty and functional design of furniture. Therefore, it can help enterprises to position products and enhance furniture purchasing preferences of consumers.