가정용 가구 구매 형태 연구

Abstract

To investigate the purchasing pattern for domestic furniture, this study surveyed the 1,050 customers aged from 20’s to mid 50’s through online. The researcher made questionnaires with 6 question items and the participants were asked twice for a month in October, 2018. The survey results are as follows. The first, the most important element that customers consider in purchasing furniture is furniture quality all ages. The next considerations are materials, price, and design in order. The second, TV ad is considered the most effective information collection route before customers purchase furniture. The next effective routes for gathering information about the furniture are TV dramas, TV home-shopping, newspapers, and magazines in order. Among online media, the first source customers searcher for to get information about furniture is an internet shopping mall and the next things are internet communities, company’s home-pages, company’s blogs, and SNS in order. In offline media, catalogue is considered the best information source and the next sources are a furniture exhibition or a display show, leaflets, and banners in order. In terms of stores where customers visit most frequently to get information, the first shop they go to get information about furniture is a brand furniture shop and the next places are distribution market, furniture complex, and the stores with furniture promotion events in order. The third, the most difficult element customer think in the process they choose proper furniture and get information in purchasing is to find out a product with good durability. The next processes considered difficult in order are checking whether materials are eco-friendly or not, whether the product size fits for customer’ house and the furniture would be harmonious with the other furniture or home appliances, and whether the price of furniture is reasonable. The fourth, for the question asking about the places they purchased furniture within the last year, the first place is a brand furniture shop or a street stores. The next places are general internet malls, brand furniture’s internet malls, and local furniture complex in order.