The Studying of Different Factors that Influence the Purchase Selection Channels for Household Air-Conditioners Based on Consumer Behavior -Taking DAIKIN Air-Conditioners as an Example

• Main Authors: Wen-Chung Lin, 林文忠
• Other Authors: Wen-Yeh Huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/xb9g6m

碩士 === 元智大學 === 管理碩士在職專班 === 102 === ABSTRACT From 1985, domestic inverter air conditioning demand started to grow. Traditional appliances and air conditioning manufacturers or importers knew the only way to acquire the substantial market share is cultivating sales channels. Also because air conditioning equipments require pre-sales planning, installation, and professional after service to make a complete sales package, the cultivation of dealers requires more efforts than other traditional appliances do. Due to relatively high price and long usage time span, consumers need more time to make purchasing decision on domestic inverter air conditioning products. Comparison of products and after services offered by different channels has to be made in order to make purchasing decision. And different sales channels (i.e. different types of dealers) can offer the comparison need for consumers. Based on purchasing experiences and individual demands, consumers can make decision on where to buy? When to buy? And how to buy? By collecting information, and considering variable factors, consumers then decide where (a specific channel) to purchase domestic air conditioning products. That also means different sales channels offer different perceived value to consumers. This report is taking Daikin as an example to study the factors that affect consumers to choose the purchasing channel when buying domestic air conditioning products. After analyzing collected information, the findings can be summarized as following: 1.Perceived value, service quality, satisfaction to channel, and channel specialty notably affect consumers’ decision on selecting purchasing place in the category of traditional dealers. 2.Service quality, satisfaction to channel, channel specialty notably affect consumers’ decision on selecting purchasing place in the category of hyper channels. 3.Satisfaction to channel, channel specialty notably affect consumers’ decision on selecting purchasing place in the category of project channels. Key words: Perceived Value, Service Quality, Customer Satisfaction, Ssatisfaction to Channel, and Channel Specialty