功能性傢俱的消費者選擇行為：以L牌商品為例

Abstract

本研究旨在分析L牌功能性傢俱消費者的選擇行為，揭示影響其購買決策的關鍵因素，並為品牌提供相應的市場營銷和產品創新策略。隨著現代生活節奏的加快、城市化進程的推進以及居住空間的逐漸縮小，臺灣功能性傢俱市場近年呈現顯著成長態勢。功能性傢俱透過提升空間利用率、增強傢俱的多樣性和實用性，滿足了現代都市居住環境的需求。瞭解功能性傢俱消費者的選擇行為，對於品牌制定有效的產品開發與市場策略至關重要。為達成研究目的，本研究透過對消費者選擇行為的深入探討，結合問卷調查和深度訪談兩種方式，全面收集了消費者的基本資訊、對 L牌產品的認知以及實際購買動機。研究重點分析了功能性傢俱在多功能設計、價格因素、品牌影響力與產品品質等層面，在消費者購買決策中所扮演的關鍵角色。在數據分析過程中，採用品質機能展開（QFD）方法整合問卷與訪談資料，並進行描述性統計與線性回歸分析，探討各構面（如實用性感知、情感價值、社會影響與品牌形象）對購買意願的影響力並具體反映消費者的實際決策傾向。研究結果顯示，在影響消費者購買意願的因素中，實用性感知具有最強的正向影響力，其次是社會影響與情感價值。情感價值雖未直接顯著影響購買意願，但透過品牌形象展現出間接效果，這表明品牌整體形象是轉化情感認同為實際購買行為的重要橋樑。消費者在選擇功能性傢俱時，高度重視舒適度、易於收納空間、外觀設計具美感以及價格符合預期。節省空間則是超過 70%受訪者的首要考量因素。多數消費者期望傢俱能使用五年以上，強調產品的耐用性。L牌的品牌形象主要與舒適性、多功能性和高品質相關，消費者對其功能性、設計美觀性及舒適度評價較高。然而，研究也發現部分消費者認為 L牌價格偏高，並對智慧化功能和環保材料的應用有較高期待。基於這些發現，本研究提出以下建議。L牌應優先強化產品功能與設計，尤其是在空間利用、模組化與便利性方面，並提供多樣化的設計選擇。透過選用高品質材料與精細工藝來提升產品品質，同時藉由多元行銷管道與品牌故事敘述來強化品牌形象。在保證品質的前提下優化價格策略，例如透過成本控制、差異化訂價以及適時的促銷活動吸引不同客群。強化售後服務，可導入智能客服、提供個性化服務、自動化流程等，以提升顧客滿意度與品牌忠誠度。推動智慧化與環保永續產品發展，並提供更多個性化定製選項滿足不同消費者需求。研究總結了針對 L牌功能性傢俱品牌的市場營銷建議，並展望了未來研究的方向，特別是智慧化產品對消費者選擇行為的影響，以及環保趨勢等對市場需求的潛在變化。This study analyzed the consumer choice behavior for functional furniture, using Brand L as a case study, to identify key purchase decision factors and propose marketing/product innovation strategies. The functional furniture market in Taiwan is growing significantly due to lifestyle changes, urbanization, and limited living spaces, making understanding consumer behavior crucial for brands.The research employed mixed methods, including questionnaire surveys and focus group in-depth interview, to collect data on consumer demographics, Brand L perceptions, and purchase motivations. Data analysis utilized descriptive statistics and Quality Function Deployment (QFD) to analyze factors like multi-functional design, price, brand influence, and product quality, and translate consumer needs into design considerations.Key findings revealed that perceived practical utility had the strongest positive impact on purchase intention, followed by social influence and emotional value. Emotional value did not directly impact purchase intention but showed an indirect effect through brand image. Consumers highly prioritized comfort, storage, aesthetic design, and price. Space-saving was the primary consideration for over 70% of respondents, and most expected durability was over five years. Brand L was associated with comfort, multi-functionality, and high quality, but perceived as relatively expensive. Consumers also expressed high expectations for intelligent features and environmentally friendly materials. Other significant factors included after-sales service, environmental concerns, word-of-mouth, and shopping experience.Based on these findings, recommendations for Brand L: enhancing product function and design (especially space utilization and modularity); improving quality and strengthening brand; optimizing pricing strategy (value and promotions); after-sales service providing; and developing smart, environmentally sustainable product, and customized options for customers as well.Future research could be exploring the impact of intelligent products and environmental trends on consumer choice behavior.