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中文論文名稱 住宅裝修消費體驗行為之研究
英文論文名稱 A Study of Consumer Experience Behavior in Housing Refurbishment
校院名稱 淡江大學
系所名稱(中) 管理科學研究所博士班
系所名稱(英) Graduate Institute of Management Science
學年度 99
學期 2
出版年 100
研究生中文姓名 連經宇
研究生英文姓名 Ching-Yu Lien
學號 891560079
學位類別 博士
語文別 中文
口試日期 2011-06-03
論文頁數 108頁
口試委員 指導教授-張紘炬
共同指導教授-黃志文
委員-張紘炬
委員-黃志文
委員-李培齊
委員-趙淑德
委員-陳耀竹
委員-黃建森
委員-歐陽良裕
委員-莊忠柱
中文關鍵字 住宅裝修  決策行為  消費體驗  重視度量表  滿意度量表 
英文關鍵字 housing refurbishment  decision-making behavior  consumer experience  importance scale  satisfaction scale 
學科別分類
中文摘要 隨著社會生活型態的不斷進步,人民的所得增加,對於個人住宅也希望有更好的居住生活品質。因此,住宅之室內裝修便成消費者提升住宅生活品質之一項重要因素,由於住宅室內裝修業與一般服務業之屬性有顯著差異,在服務品質衡量上無法依照傳統服務品質量表進行分析評估,必須針對消費者進行室內裝修體驗行為過程中,實際感受的體驗品質與行為意涵進行瞭解分析。此外,消費者對於住宅室內裝修之選擇亦有不同之型態,一般最常見的兩種型態包含自行規劃而委託雇工裝修以及請設計師代為設計與裝修,不同型態的住宅室內裝修對於消費者之消費體驗程度亦有所差異。對於以消費者之觀點去衡量消費者的住宅室內裝修與設計行為過程,國內外尚未有研究發展出住宅室內裝修消費者體驗之關係模式,此乃本研究所欲探討之主要課題。

本研究之主要目的:一、在於應用消費體驗的觀念,從了解家戶室內裝修之過去經驗,進而分析家戶裝修消費決策的動機與考慮因素、裝修後滿意度與業者服務品質之整體體驗感受,希望呈現家戶裝修消費體驗內涵之明確架構。二、驗證本研究所建立之消費者在委託雇工室內裝修或請設計師設計住宅室內裝修的消費體驗滿意度量表,並進行比較分析。三、為了解消費者選擇不同型態之住宅室內裝修時,其消費體驗之重視度與滿意度是否有所差異,並建立其不同體驗之間的影響關係模式。

本研究調查對象為台灣台北都會區近三年內曾經裝修之家戶,透過深度訪談之半結構問卷方式調查87位受訪者,以了解台北都會區家戶之個別需求與裝修過程之消費體驗資訊,歸納整理出家戶住宅室內裝修消費體驗需求與消費體驗之內涵。在量化問卷調查方面,本研究採取便利抽樣,有效問卷共計601份。本研究發現下列重要結果:

一、家戶室內裝修的消費體驗需求分成業者需求、自身需求及行銷需求等三個體驗構面,因為家戶室內裝修的消費體驗需求差異性極大,因此通常需要「量身訂做」。住宅室內裝修消費體驗之內涵包括感官、情感、思考、行動、關聯及價值等六個消費體驗構面。「價值體驗」成為家戶住宅室內裝修設計過程中新的消費體驗。在上述六種住宅室內裝修消費體驗中,思考體驗形成的次類別最多。

二、不同型態之住宅裝修消費體驗滿意度量表之整體配適指標及各構面之信度及效度指標皆在合理範圍之內,即表示本研究所欲衡量之住宅裝修消費體驗滿意度量表,經驗證後皆具有良好之可信度及正確性。

三、不同型態之住宅裝修消費體驗滿意度之影響關係中,其思考體驗對於價值體驗、情感體驗對於價值體驗、思考體驗對於行動體驗、感官體驗對於情感體驗皆有正向顯著之影響。

因此,本研究結果可提供後續研究者未來進行相關調查研究以及相關住宅裝修與規劃設計業者作為行銷策略規劃之參考。
英文摘要 Economic development and changing lifestyles have resulted in changes in residential living quality of consumers and increasing demand for residential interior refurbishment. This study explores consumer experiential behavior during residential renovations, including concerns associated with residential renovation decisions, post-renovation satisfaction and overall experiences with designer-contractor services. There are different types of residential interior refurbishment services with the two most common types being self-design and hiring of contractors and hiring of designers for both design and construction. Different types of residential interior refurbishment may lead to different levels of consumer experience. In terms of evaluating the process of residential interior refurbishment and design from the perspective of consumers, neither domestic nor foreign studies have developed a relationship model of consumer experience. The above problems will become to be the most important issues.

The purposes of this study are as following:

1. to present a well-defined structure that explains the experiences of consumers who are renovating their residences. The survey target is households in the Taipei metropolitan area that have been renovated over the last three years. In-depth interviews were conducted to identify both individual demand for renovations, and consumer experiences during the renovation process. The qualitative analytical method was utilized to infer and collate elements of experiential demand and consumer experience, based on in-depth interview results.
2. to adopt the point of view of the consumer to verify consumer experience in terms of a satisfaction scale based on the concept of consumer experience when commissioning contractors to work on, or designers to design, residential interior refurbishment.
3. to examine the affective relationships among consumer experiences in refurbishment through a scale that measures degrees of importance and satisfaction. The study constructs relationship models to express the relationships between different experiential forms and investigates whether significant difference exists between the importance and satisfaction degrees of different refurbishment experiences.

Drawing data from semi-structured interviews with 87 consumers, the results demonstrated that the value experience was a new experience created by the housing refurbishment service. In addition, this study is based on a sample of 601 consumers for quantitative analysis.
Finally, the analytical results in this study suggest that
1. consumer experiential demand for residential renovation can be classified according to designer-contractor demand, home-owner demand and marketing demand. In light of the significant difference between consumer experiential demands for renovating residential buildings, a “custom made” approach is required by consumers. The elements of consumer experience whilst renovating residential buildings consist of the following six aspects: sense, feel, think, act, relate and value. “Value experience” is a recently defined experience encountered during the design process of renovating residential buildings.
2. the overall fitness indicator for the satisfaction scale of consumer experience on various types of residential refurbishment as well as the reliability and validity indicators for various aspects of residential refurbishment were within the acceptable range. This means that the consumer experience satisfaction scale for interior refurbishment as measured in this study proved to be both reliable and accurate.
3. among the relationships of importance towards refurbishment experiences, a positive significant effect exists for sensory experience on affective experience, affective experience on intellectual experience, intellectual experience on behavioral experience, intellectual experience on value experience, and relational experience on intellectual experience. In addition, among the relationships of satisfaction between the various types of residential refurbishment experiences, significant positive impact was found between intellectual experience and value experience, affective experience and value experience, intellectual experience and behavioral experience as well as sensory experience and affective experience.
The results of this study can serve as a reference for future researchers in related research fields and may also be useful for relevant industries in development of marketing strategy planning.
論文目次 目錄…………………………………………………………………........I
表目錄…………………………………………………………………..IV
圖目錄……………………………………………………………….. .VII
第一章 緒論……………………………………………………..…… 1
第一節 研究背景與動機………………………………..……… 1
第二節 研究目的…………………………………………..…… 3
第三節 研究範圍與對象…………………………………..…… 4
第四節 研究流程…………………………………………..…… 4
第二章 文獻探討……………………………………………………......6
第一節 住宅裝修決策行為……………………………..………....6
第二節 消費體驗……………...………………………..……….... 9
第三節 消費體驗之實證研究….………..………..………………14
第三章 研究方法與設計……………………………………………... ..17
第一節 研究概念性架構之建立….…..….…………………….....17
第二節 研究假設……….……………...……………………….....17
第三節 研究設計與方法……...……….………………………….19


頁次
第四章 質性資料分析結果…………....………………………………26
第一節 住宅裝修消費決策過程之質性分析結果………………26
第二節 住宅裝修消費體驗內涵架構之質性分析結果…….…...29
第三節 質性分析結果之消費體驗內涵架構….………………...38
第五章 住宅裝修消費體驗量表之驗證與比較分析………………. 40
第一節 住宅裝修消費體驗重視度量表之驗證與比較分析……40
第二節 住宅裝修消費體驗滿意度量表之驗證與比較分析……58
第三節 討論...................................................................................76
第六章 住宅裝修消費體驗重視度與滿意度關係模式之建立與比較
分析…………………………………..………………………..78
第一節 住宅裝修消費體驗重視度關係模式之建立與比較分析…………………………………………………………... 78
第二節 住宅裝修消費體驗滿意度關係模式之建立與比較分…84
第三節 討論……………………………………………………... 90
第七章 結論與建議…………………………………………………... 93
第一節 結論與研究貢獻…..………………………………………93
第一節 研究限制與後續研究建議……………………………….94
參考文獻…………………………………………………………………96
頁次
附錄一 台北都會區住宅室內裝修消費體驗行為問卷……………..104
附錄二 質性資料訪談大鋼……………………………………….….107
表 目 錄
頁次
表3-1 抽樣適當性評定標準表………………..……………………..25
表4-1 雇工與設計師之受訪者裝修住宅屬性資料…………..……..35
表4-2 雇工與設計師之受訪者裝修資訊蒐集分析………………….35
表4-3 雇工與設計師之受訪者裝修設計與施工分析………….……36
表4-4 雇工與設計師之受訪者裝修後居住滿意度與服務品質評估37
表5-1 雇工重視度之觀察變項平均數、標準差、偏態與峰度……….41
表5-2 雇工重視度之競爭模式整體適配評鑑表…………………….43
表5-3 雇工重視度─觀察變項信度及潛在建構信度與平均變異抽取量………………………………………………………………………….47
表5-4 住宅室內裝修體驗雇工重視度量表標準化參數.....................48
表5-5 住宅裝修體驗雇工重視度之區別效度分析………………….49
表5-6 設計師重視度之觀察變項平均數、標準差、偏態與峰度…………………………………………………………………………50
表5-7 設計師重視度之競爭模式整體適配評鑑表………………….52
表5-8 設計師重視度─觀察變項信度及潛在建構信度與平均變異抽取量………………………………………………………………………56
表5-9 室內裝修體驗設計師重視度量表之標準化參數值………….57
表5-10 住宅室內裝修體驗設計師重視度量表之區別效度分析…….58
表5-11 雇工滿意度之觀察變項平均數、標準差、偏態與峰度……………………………………………………………..59
表5-12 雇工滿意度之競爭模式整體適配評鑑表………….…………61
表5-13 雇工滿意度─觀察變項信度及潛在建構信度與平均變異抽取量…………………………………………………………......65
表5-14 住宅裝修體驗雇工滿意度量表之標準化參數值…………….66
表5-15 住宅裝修體驗區別效度之分析................................................67
表5-16 設計師滿意度之觀察變項平均數、標準差、偏態與峰度….68
表5-17 設計師滿意度之競爭模式整體適配評鑑表…..……………...70
表5-18 設計師滿意度─觀察變項信度及潛在建構信度與平均變異抽取量………..............................................................................74
表5-19 住宅裝修體驗設計師滿意度量表之標準化參數值……….....75
表5-20 住宅裝修體驗設計師滿意度之區別效度分析…………….....75
表6-1 住宅裝修體驗對設計師重視度的結構模式配適指標……….78
表6-2 住宅裝修體驗對設計師重視度之路徑關係………………….79
表6-3 住宅裝修體驗對設計師重視度之間接、直接、總體效果……80
表6-4 住宅裝修體驗對雇工重視度之結構模式配適指標………….81
表6-5 住宅裝修體驗對雇工重視度之路徑關係……………….……82
表6-6 住宅裝修體驗對雇工重視度之間接、直接、總體效果………83
表6-7 住宅裝修體驗對設計師滿意度的結構模式配適指標..…..….84
表6-8 住宅裝修體驗對設計師的滿意度路徑關係………….………85
表6-9 住宅裝修體驗對設計師滿意度之間接、直接、總體效果……86
表6-10 住宅裝修體驗對雇工滿意度之結構模式配適指標……..…..87
表6-11 住宅裝修體驗對雇工滿意度之路徑關係…….………...……88
表6-12 住宅裝修體驗對雇工滿意度之間接、直接、總體效果…....89

圖 目 錄
頁次

圖1-1 研究流程圖……………………………………………….…...5
圖3-1 研究架構概念圖……………………………………………..17
圖3-2 住宅室內裝修消費體驗量表編製流程圖….…………….....22
圖4-1 體驗需求與消費者體驗關聯性……………………………..30
圖4-2 感官體驗內涵………………………………………………..30
圖4-3 情感體驗內涵………………………………………………..31
圖4-4 思考體驗內涵………………………………………………..32
圖4-5 行動體驗內涵………………………………………………..32
圖4-6 關聯體驗內涵………...……………………………………...33
圖4-7 價值體驗內涵………………………………………………..34
圖4-8 家戶住宅室內裝修消費體驗之內涵架構………..…………38
圖5-1 雇工重視度之單一因素模式………………………………..44
圖5-2 雇工重視度之多因素直交模式……………………………..45
圖5-3 雇工重視度之多因素斜交模式……………………………..46
圖5-4 設計師重視度之單一因素模式……………………………..53
圖5-5 設計師重視度之多因素直交模式…………………………..54

頁次
圖5-6 設計師重視度之多因素斜交模式……………………..……55
圖5-7 雇工滿意度之單一因素模式……………………………..…62
圖5-8 雇工滿意度之多因素直交模式…………………………..…63
圖5-9 雇工滿意度之多因素斜交模式…………………………..…64
圖5-10 設計師滿意度之單一因素模式……..…………………..…..71
圖5-11 設計師滿意度之多因素直交模式……………..…………....72
圖5-12 設計師滿意度之多因素斜交模式………..………….….…..73
圖6-1 住宅裝修體驗對設計師重視度之路徑圖…..…………..…..79
圖6-2 住宅裝修體驗對雇工重視度之路徑圖……………....……..82
圖6-3 住宅裝修體驗對設計師滿意度之路徑圖……………....…..85
圖6-4 住宅裝修體驗對雇工滿意度之路徑圖……..……..………..88
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