| Summary: | 碩士 === 長庚大學 === 工商管理學系 === 101 === This study aims to use Factor Analysis and Analytic Hierarchy Process (AHP) to investigate the factors of consideration in decision-making when consumers purchase home furnishings.
Three home furnishing stores near Taipei area were chosen for this study, they are IKEA, HOLA, and NITORI. Data were collected by random sampling and Snowball sampling. Factor Analysis and Analytic Hierarchy Process were employed to analyze the customers’ purchase experience, to find key factors impacting on customers’ purchase behavior.
A total of 145 effective questionnaires were collected. The results show that the top three dimensions are “Integrated service”, “Convenience”, and “Store images”. Besides, “Product quality”, “Transportation convenience”, and “Attitude of servicer” are the top three of decision important factors. Base on the result of the study, employee training, and good product quality are the two items that manages should pay more attention for their work.
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