Research on High-End Woodcarving Preference and Consumption Behavior-A Case Study of the Woodcarving Industry in Sanyi

• Main Authors: LEE,TSAI-YI, 李采怡
• Other Authors: LI,YUE-DUAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/esfzg4

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 107 === In the 1960s, Taiwan's Sanyi woodcarving industry was an export-oriented and OEM supplier. However, this export-oriented production transformed into domestic consumption when Taiwan's economy strengthened in the 1970s. In the 2000s, both increasing market saturation and cheap imported woodcarvings overwhelmingly impacted Sanyi’s market. These factors pushed Sanyi’s woodcarving industry to adjust their business strategies in response to changes in market conditions. According to my studies, strategies in the woodcarving market include: (1) Developing new woodcarving cultural and creative industries. (2) Pursuing high quality artwork. (3) Expanding market distributions to e-commerce businesses. Additionally, Sanyi’s woodcarving industry shifted to the global market for commercial opportunities, especially the China market. This thesis aims to understand consumer preferences for high-priced woodcarving artwork in both the Taiwan and China markets. To investigate consumer preferences for woodcarvings in these two markets, this study uses in-depth semi-structured interviews. A total of ten woodcarving customers (five from Taiwan and five from China) were interviewed who previously purchased woodcarvings for NT 500,000 dollars or greater. The questions focused on the three main themes of consumer demand, pre-purchase information search, and consumer decision making. Through collecting relevant research data and analyzing the content from first-hand interviews, three major findings were uncovered. First, consumers prefer to purchase high-end woodcarvings in-store rather than purchasing online. Second, consumers in Taiwan are more interested in the creative designs of woodcarvings, whereas consumers in Mainland China prefer the design of artworks that preserve the nature of the wood. Last, consumers in Taiwan and China markets are attracted by emotional appeals for woodcarving artwork and emphasize maintenance service on the artwork after purchase.