產品屬性與品牌形象對家具消費者購買行為影響之研究

Abstract

我國家具產業從光復至今變遷甚大，早期以「大量代工模式」生產，到現在走向「精緻品牌化路線」，人們對家具用品的需求從前只要滿足生活機能，現今產品趨向現代化並注重設計感，銷售通路及方式也經過了整合與變革，各種大型賣場、連鎖的家具用品店紛紛林立。近年來，我國經濟蓬勃發展，造就了消費者的高購買能力，在產業變遷的過程當中，品牌的產生與演變佔有舉足輕重的腳色，品牌形象對產品的銷售有相對直接的關係，且對產品的在生命週期策略和以及銷售之間也有調節性影響。 本研究將針對家具消費者的購買行為做探討，希望了解不同特徵的消費者，在購買家具的評估過程中所注重的產品屬性，以及品牌形象對於消費者的影響程度。運用Howard-Sheth模式為主要理論，探討家具產品之屬性、消費者基本資料、購買資訊來源、購買動機、品牌形象等變數，和消費者消費實態變數之間是否有顯著差異。研究結果顯示消費者基本特徵、資訊來源、購買動機、各產品屬性認知程度以及各品牌形象認知程度與消費者基本實態上皆有顯著差異。 關鍵字：產品屬性、品牌形象、消費行為Remarkable changes happened on Furniture Industry in our country from the Recovery to date. From ”OEM Mode” manufacture, to exquisite brands ”ODM Mode” , the need of furniture from people was only for living in old period, but came to be modernized and design-emphasized now. And the channel and selling mode were also integrated and changed, many kinds of Shopping Malls and Chain Stores of furniture were found. For past few years, the booming economy of our country brought up high purchasing power of customer, Brand’s generating and evolving have so important role in the transformation of industry, and brand image also has a direct relationship to the sales, and regulatory effort on between the product life cycle strategy and sales. This research’s purpose is to discuss about the purchasing behavior of furniture customers, try to understand what the product feature attentioned by different customers is, and the extent of brand image effect. Uses Howard-Sheth Mode as the main theory, to investigate if there’s significant difference between the variate such as Feature of Furniture Product, Basic Info of Customer, Information Resource of Purchase, Brand Image, etc, and variate of consuming forms of customer. As a result of research, it shows that there is significant difference between variate like Basic Feature of Customer, Information Resource, Motivation of Purchase, Awareness Level on Product Feature and Brand Image, and customer basic forms. Key words: Product Attribute, Brand name Recognition, Consumer Behavior