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題 名 | 臺灣北部地區木質地板消費市場之研究=Study on Consuming Market for Wood Flooring Products in Northern Area of Taiwan |
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作 者 | 鍾達雄; 陳錫源; | 書刊名 | 國立臺灣大學農學院實驗林研究報告 |
卷 期 | 14:4=230 2000.12[民89.12] |
頁 次 | 頁185-200 |
分類號 | 441.564 |
關鍵詞 | 木質地板; 變異量; 結構關係模型; Wood flooring; Variance; Structure equation model; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究擬對木質地板消費者選擇過程及偏好情形,希望能藉著蒐集到市場資料,應用在行為科學研究領域上,近年來為研究人員較傾向使用之“結構關係模型”(Structure equation model)來進行研究分析與探討。結果如下: 1. 研究結果顯示消費者對木質地板之喜好、選用並不亞於其他建材,且使用過之消費者得到滿意經驗者超過半數,顯示出木質地板業者如能針對消費者所需因素加以重視,定能增加木質地板市場佔有率,也讓廣大消費民眾多多採用木質地板建材。 2. 利用因素分析方法,可得消費者用於評估、選擇木質地板產品九種主要因素,來作為選擇參考依據,其累積解釋的變異量達69.16%。有(1)木質地板獨特性;(2)他人建議;(3)搭配特性;(4)木質地板使用性;(5)木質地板質感;(6)流行趨勢;(7)隔音性能屬性;(8)使用經驗;(9)材種價格。 3. 綜合分析可顯示不管家庭月收入高或低均可能選用木質地板,一旦決定選定木質地板時,價格即成為重要考慮因素了。 4. 此次研究調查顯示,樣本中滿意者有55.03%,而對使用木質地板不滿意因素有:易四陷與刮傷37.31%、不平整35.82%、紋理無整體性28.36%、有異音26.87%、發霉,變色25.37%等五種因素。 5. 本研究應用行為結構(Bentler-Speckart模型)來探討木質地板消費者選購之決策行為。結果發現,他人的意見是影響消費者選購木質地板行為傾向之主要因子,同時,消費者個人的主觀意識也會影響其選購木質地板的行為傾向,但較不重要。就消費者的最終選購決策行為而言,消費者之過去使用經驗是影響最大因子。 |
英文摘要 | This paper was to study the selecting procedure and preference of consumers to wood flooring. By collecting the market data and information, we hope to apply to the behavior study field. The structure equation model was used for the study and the results as followed: 1. The possibility for consumer to choose wood flooring was equivalent to other floor material. The majority of consumers had satisfactory experience for using wood flooring. It was obviously that if the industry paid close attention to consumer needs, the market share of wood flooring would be increased. 2. According to the factor analysis method, there were 9 factors for consumers to use wood flooring and the cumulated explanation variance had reached 69.16%. (1)Unique characteristics. (2)Recommendation by others, (3)Matching characteristics, (4)Usage characteristics, (5)Qualitative feeling, (6)Fashion trend, (7)Sound-proof characteristics, (8)Past using experience, (9)Pricing, 3. Anslyeis resuet showed that no matter high/low income family was all likely to use wood flooring. Once the decision was made to use wood flooring, pricing became the most important factor. 4. According to the study, there was 55.03% satisfaction for using wood flooring. The reasons of dissatisfaction including: easy sunken and scratching 37.31%, not level 35.82%, not consistent texture 28.36%, strange sound 26.87%, gone moldy and color changed 25.37% 5. The study applied Bentler-Speckart model to investigate consumer's decision behavior of purchasing wood flooring. It concluded that the major factor to influence consumer's behavior was recommended by others. In the meantime, individual subjectivity also affected consumer's behavior but not so strongly. For consumers' final decision behavior, the past experience was the most important influent factor. |
本系統中英文摘要資訊取自各篇刊載內容。