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首页> 外文学位 >From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry.
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From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry.

机译：从偏好到选择：对中国家庭室内装饰行业消费者决策的实证分析。

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摘要

In this study I investigate the factors that may influence consumer preference and choice in China's home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel by consumers to gather information about home interior decoration, (2) design style is the most influential factor in consumers' choice of home interior decoration company, and (3) consumers are more likely to choose home interior decoration companies to provide full services when they are between 35 to 45 years old or above 55 years old, when it is the first time for them to purchase a real estate property, and when they are located in the Eastern region of China. Findings of this study can help home interior decoration companies better understand customer needs and preferences, facilitate changes in their marketing and sales strategies, and consequently strengthen their competitive advantage?
机译：在这项研究中，我调查了可能影响中国家庭室内装饰行业消费者偏好和选择的因素。随着中国互联网等信息技术的飞速发展，对消费者在家庭室内装饰决策中的偏好和选择的准确了解越来越重要，以便该行业的公司可以提供更好的服务以满足客户的需求。使用来自一家大型家庭室内装饰公司的潜在客户和现有客户的抽样调查数据，我发现（1）互联网已成为消费者收集有关家庭室内装饰信息的最常用渠道，（2）设计风格是消费者选择家庭室内装饰公司的最有影响力的因素，（3）年龄在35至45岁或55岁以上的消费者更倾向于选择家庭室内装饰公司提供全面的服务；这是他们第一次在中国东部地区购买房地产。这项研究的结果可以帮助家庭室内装饰公司更好地了解客户的需求和偏好，促进其营销和销售策略的改变，从而增强其竞争优势？

著录项

  • 作者

    Yang, Jin.;

  • 作者单位

    Arizona State University.;

  • 授予单位 Arizona State University.;
  • 学科 Marketing.;Business administration.
  • 学位 Ph.D.
  • 年度 2015
  • 页码 117 p.
  • 总页数 117
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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