| Summary: | 碩士 === 國立嘉義大學 === 森林暨自然資源研究所 === 94 === The objectives of this study were to explore information about the promotion actualities of Green Building, Green Building Material and consumer behavior investigation on wooden interior decoration market in Chiayi. The number of questionnaires sent out is 830, and questionnaires left 686 effectively. The percentage of samples’ information：male (48.3%) and female(51.7%) . The age class is mainly 25~44 (64.1%). The education level is mainly college (74.5%). The occupation is mostly service industry (22.2%). The personal revenue is 20,000∼40,000 NT dollars (44.6%) per month and the family revenue is 40,000∼60,000 NT dollars(34.5%) per month. The most of samples reside at their own house(76.1%).
About the promotion actualities of Green Building and Green Building Material：
(1)Understanding about Green Building is 18%, non-understanding is 82%. (2)Supporting the idea of Green Building is 73%, neutrality is 27%.(3) Supporting the convention of Green Building mark is 83%, neutrality is about 17%. (4)About the understanding of Green mark：knowing Green Building mark and Green Building Material mark is 22%, unknowing Green Building mark and Green Building Material mark is 54%, knowing Green mark is 96%. Over 50% of the samples gain information about environmental protection are mainly through TV programs, news, magazines, and label. The presupposition of the little difference between price and function, the sample who would like to use green products is about 89%, only 2% of samples wouldn’t like to use. 67% of the sample will accept the price plus lower than 20%, whereas only 24% will accept the price plus higher than 30%. About the building types：the samples considering using RC-built house plus wooden interior decoration are about 49% mostly, and then steel-framed house plus wooden interior decoration is 43%, but using wooden building is only 10%.
In the procession of consumer decision-making, the reasons of purchase: about wood floor , the most samples emphasize on the promotion of the quality of life and interior beauty; about wood wall panel, the most samples emphasize on the promotion of the quality of life and interior beauty, the others are the sound absorption property of wood wall panel, conditioning effect of temperature and relative humidity of wood, and healthy benefit from wood. Female puts more emphasis on the natural fragrance of wood than male; male puts more emphasis on maintenance of wood wall panel. About collection of information：consumers will realize advantages and weaknesses of wood floor and wall panel at first, compare lots of products and refer to professional opinion and suggestion. About assessment of project: purchasing wood floor and wall panel, consumers emphasize on security and permanence; the others are after service, permanence, maintenance, repair, and price of wood floor. The age class on 20~24 and 55~64、married and have children、higher income and reside at home will have more consideration to the reasons of purchase and assessment of project. For the final decision-making: consumers will consider its advantages and beauty mostly, and the important decision-maker is male mainly. Traditional decoration store and woodworker of which are consumer purchase from, but DIY market has lots of marketing potential; life time of 16~20 years can satisfy their expectation. About price, wood floor has to dominate lower than 5000 NT dollars per 3.3m2, wood wall panel has to dominate lower than 4000 NT dollars per 3.3m2 in order to match consumers’ budget. The color of floor: most of people prefer to dark color. About satisfaction of wood floor: the lowest satisfaction is noise-making from wood floor, another is permanence of wood floor. The higher satisfaction items are touch of wood floor, steadiness of emotion, and beauty of integration. On wood wall panel: steadiness of emotion, and beauty of integration are higher, but permanence is the lowest one. Because satisfaction of renovating wood wall panel is lower, wood wall panel industry has to improve it to arise consumer’s satisfaction of wood wall.
|
|---|
