[[alternative]]A study of store decorating situational effects on purchasing and post-purchase evaluation for bedding product

碩士[[abstract]]論文提要內容 本研究在探討利用情境氛圍來影響五感知覺，經調整擺設情境引發消費者目光，進而提昇購後評估。寢具透過情境氛圍營造後，影響到消費者做有利的購買評估，納入考慮方案，到產生購買；以及了解影響消費者購前評估與購後滿意。 相關領域後東昇、林良振、林哲彥曾提出過零售業賣場管理與量販店顧客購買意圖、賣場經營氣氛與服務知覺對顧客意願相關論述。本研究目的在探討寢具情境氛圍構面與購後評估之關聯性、探討情境氛圍對消費者購買寢具評估因素之關聯性、探討消費者購買寢具評估因素與購後評估之關聯性。 藉由透過寢具業界兩位專家深度訪談，並針對台灣寢具主流通路-Hola家居館及百貨通路僑蒂絲問卷調查研究，假說：賣場增添情境氛圍佈置與消費者購後滿意關聯性；寢具情境氛圍與消費者評估因素關聯性；消費者購前評估對購後滿意度關聯性。 問卷鎖定賣場內已進行採購寢具之目標客群為研究對象發放問卷評量，採用結構性問卷及便利抽樣法進行調查研究，共回收113位有效受測者問卷資料。針對受測者基本資料與用卡情形採用卡方分析法進行交叉分析；以主成份分析法分別對三個研究構面萃取第一主成分，經由百分位數轉換成主構面為該分數後，以皮爾森相關分析法針對三個構面之關聯性進行假說驗證；同時也採用變異數分析法，將三個構面與個人基本資料及使用寢具情形，進行差異性分析。 研究結果發現，當消費者對情境氛圍之滿意度越高則購後滿意度也會越高；消費者對購買寢具評估因素之滿意度高，其購後滿意度也會高；消費者對購買寢具評估因素滿意度提高，其對情境氛圍之滿意度也會提高。[[abstract]]Abstract: This study investigated the use of context to influence the atmosphere in the five sensory perception, caused by the adjustment of consumer attention decoration situation, and then upgrade after purchase evaluation. Bedding through the atmosphere to create a situation, the affected consumers do buy favorable assessment of the program into account, to buy the products; and understanding affecting consumer satisfaction evaluation and after purchase. Hou Dongsheng, Lin Liangzhen, Lin Che-yin has raised discount stores retail store management and customer purchase intentions, store atmosphere and service management related to the desire of customer perception discussed. This study investigated the atmosphere of bedding situations after the assessment dimensions and purchase the association to explore the atmosphere on situational factors consumers assess the relevance of bedding, bedding assessment of consumers purchase after the evaluation factors and the association. Bedding industry by two experts through interviews and bedding for the mainstream channel-Hola Home Furnishings Taiwan Store and shopping channel Freer survey research, hypothesis: store layout and atmosphere to add context consumer satisfaction after purchase association; sleep atmosphere with situational factors in association with the Consumer Assessment; consumers buy pre-assessment of the relevance of satisfaction after purchase. Questionnaires have been locked store bedding procurement goal of segments, a questionnaire evaluation study using a structured questionnaire and sampling method to facilitate the investigation, were collected 113 valid questionnaires data subjects. Basic information for the subjects and situations with the card using chi-square analysis for cross-analysis; to principal component analysis of each of the three dimensions of the first principal component extraction, by converting percentile scores for the major aspects After the Pearson correlation analysis for the three dimensions of the association for hypothesis testing; while also using variance analysis, the three dimensions and basic personal information and use of bedding situations, for different analysis. The results showed that when consumers the higher the satisfaction of climate scenarios are even higher satisfaction after purchase; consumers buying bedding, high satisfaction evaluation factors, their post-purchase satisfaction will be high; consumers assessment factors to buy bedding satisfaction increase, their situations will improve the atmosphere of satisfaction.[[tableofcontents]]第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第貳章 文獻探討 3 第一節 寢具產業概況 3 第二節 情境氛圍構面與購買因素關聯性 6 第三節 購買寢具評估因素 13 第四節 消費者各項評估因素之購後評估 21 第參章 研究設計 24 第一節 研究架構 24 第二節 研究範圍及對象 25 第三節 資料分析與方法 26 第肆章 資料分析 35 第一節 專家訪談分析 35 第二節 訪談結果 36 第三節 問卷基本資料分析 39 第四節 各研究構面間之相關分析 50 第五節 三個構面與使用行為之差異性分析 52 第伍章 結論建議 56 第一節 研究結論 56 第二節 研究建議 58 參考文獻 60 附錄一：深度訪談紀錄 65 附錄二：本研究問卷 78 表目錄 表2- 1 風格、美感過去未來之比較表..............................................................7 表2- 2 五種策略體驗模組................................................................................10 表2- 3 生活型態構面........................................................................................19 表2- 4 台灣地區的生活型態研究....................................................................20 表3- 1 專家訪談問卷結構................................................................................28 表3- 2 問卷架構與訪談結果之對應................................................................31 表3- 3 消費者問卷結構....................................................................................32 表4- 1 深度訪談彙整歸納................................................................................36 表4- 2 消費者購後評估描述彙整...................................................................38 表4- 3 性別樣本結構表....................................................................................39 表4- 4 婚姻狀況樣本結構表............................................................................40 表4- 5 年齡樣本結構表....................................................................................40 表4- 6 教育程度樣本結構表............................................................................41 表4- 7 基本資料質量研究比對........................................................................41 表4- 8 職業樣本結構表....................................................................................42 表4- 9 家庭月收入樣本結構表........................................................................43 表4- 10 消費者消費頻率..................................................................................44 表4- 11 購買預算..............................................................................................44 表4- 12 消費者使用情形質量研究資料比對..................................................45 表4- 13 消費者購買間隔期間..........................................................................45 表4- 14 消費者購買用途..................................................................................46 表4- 15 購買用途與家庭月收入列聯表分析.................................................47 表4- 16 寢具花費預算與教育程度列聯表分析..............................................48 表4- 17 寢具花費預算與婚姻狀況列聯表分析..............................................49 表4- 18 萃取各構面主成份分數......................................................................51 表4- 19 三個構面主成份相關係數分析..........................................................51 表4- 20 購買寢具評估因素與使用情況差異性分析......................................53 表4- 21 購後評估與使用情況差異性分析......................................................54 表4- 22 分析結果彙整......................................................................................55 表5- 1 假說檢定結果....................................................................................... 56 圖目錄 圖1-1 訂價步驟................................................................................................ 16 圖3-1 研究架構.................................................................................................24[[note]]學號: 797610382, 學年度: 9