عوامل مؤثر بر خرید یا تعویض مبلمان در سبک زندگی امروز تهران
محورهای موضوعی : مدیریت بازاریابی
یلدا قاسمی
1
,
نیلوفر شادمهری
2
1 - کارشناس ارشد طراحی صنعتی، دانشکده هنرهای کاربردی، دانشگاه هنر، تهران، ایران
2 - استادیار، گروه طراحی صنعتی، دانشکده هنرهای کاربردی، دانشگاه هنر، تهران، ایران
کلید واژه: کیفیت مبلمان, خرید مبلمان, تعویض مبلمان, دلزدگی, سبک زندگی,
چکیده مقاله :
مقدمه: رشد صنعت مبلمان و اهمیت هموارسازی موانع توسعه و بهینه‌سازی آن لزوم پرداختن به نوآوری را در راستای به دست آوردن بازارهای منطقه‌ای روشن می‌سازد. در این مسیر دانستن عوامل اصلی در شکل‌گیری میل مصرف‌کننده به تعویض یا خرید مبلمان می‌تواند نقشی کلیدی ایفا کند که دستیابی به آن تضمینی برای انطباق بیشتر ویژگی‌های محصول با انتظارات مشتری و در نتیجه افزایش کارایی محصولات است که در قالب افزایش رغبت کاربر به استفاده از آن‌ها تجلی می‌یابد. روش پژوهش: هدف از پژوهش حاضر بررسی عوامل مؤثر بر تعویض یا خرید مبلمان در سبک زندگی امروز بوده است. جامعه آماری در این مطالعه شامل شهروندان تهرانیست که بالقوه بتوانند برای خرید یا تعویض مبلمان منزل خود تصمیم‌گیرنده باشند، حجم نمونه 402 نفر بوده که به روش تصادفی و به وسیله پرسش‌نامه‌ای با آلفای کرونباخ 819/0 تحت مطالعه قرار گرفتند. یافته‌ها: یافته‌ها نشان داد اگرچه در ابتدا تصور می‌شود از دست رفتن کارکرد محصول علت اصلی در تعویض آن باشد، اما عوامل غیرمادی (زیبایی 1/38%، طراحی خوب 3/45%، خاطرات 4/20%) بیشترین تأثیرات را بر بروز این رفتار دارند. دلزدگی به عنوان مهم‌ترین عامل در میل به تعویض مبلمان به واسطه ویژگی‌های ظاهری و احساسی ناشی از محصول درک می‌شود که عاملی جدی برای رفتار تعویض یا خرید مجدد است. نتیجه‌گیری: وجود قابلیت تغییر ظاهر مبلمان و امکان ایجاد چیدمان‌های مختلف برای آن از عواملی است که با رعایت آن در مرحله طراحی محصول می‌توان بهترین پاسخ را به این نیاز داد.
Introduction: The growth of the furniture industry and the importance of facilitating barriers of development and its optimization shows the need to innovation in order to gain regional markets. In this way, knowing the main factors in the formation of consumer desire to replace or buy furniture can play a key role. Achieving these items is a guarantee for more product features to meet customer expectations and thus increase product efficiency which is manifested in the form of increasing the user's desire to use them. Method: In this applied research, we investigated the factors affecting the tendency to change or buying the furniture in today's lifestyle. The sample size was 402 persons who were randomly selected and were tested by questionnaire. The reliability of the questionnaire was calculated by Cronbach's alpha coefficient which was 0/819 and it showed high credibility. Results: The results of this study showed that although the factors such as functional quality, manufacturing and, production seem to be the most important factor in purchasing furniture and then the desire to replace it, the appearance and emotional characteristics of the product are more serious factors for user’s boredom. The ability to change (in appearance) and arranging are the factors that reduce diversity and allow consumerism to be controlled. Conclusion: Respondents seem to be consciously aware of the negative value of fashion influence on their choice. However, the factors that are important to them show the impact of fashion well.
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Kheiri, B. & Fathali, M. (2015). “Investigating effective factors on purchase intention of luxury products”, Journal of Marketing management, 10(26), PP. 1-24. [Persian].
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Yazhari, M.S., Rasooli Saghai, H. & Mahmoudzadeh, M. (2019). “Identification of Challenges and Designing a Product Sale Improvement Model via Structural Equation Modelling: East Azarbaijan Electronic Power Industry”, The journal of productivity management, Vol. 13(48), PP. 221-248. [Persian].
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Page, T. (2014). “Product attachment and replacement:implications for sustainable design”, International journal of sustainable design, Vol. 2(3), PP. 256-282.
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Ko, C. (2017). “The association of product metaphors with emotionally durable design”, Japan, Hamamatsu: the IIAI International congress on advanced aaplied informatic. PP. 58-63.
Starostka-Patyk, M. (2018). “Environmental Approach to Managing Defective Products and Waste in the Household Appliances Industry”, Journal of environmental studies, 28(5), PP. 3439-3449.
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Ko, K., Ramirez, M. & Ward, S. (2011). “Introducing industrial design students to long-term product attachment”, Sydney: University of New South Wales.
Haug, A. (2017). “Defining resilient design in the context of consumer products”, The design journal, Vol. 21(1), PP. 1-22.
Lobos, A. & Babbitt, C. (2013). “Integrating emotional attachment and sustainability in electronic product design challenges”, Challenges, Vol. 4(1), PP. 19-33.
Bullock, J.N. (2012). “Design Principles for Emotional Durability. M.A. Thesis of Design”, University of Cincinnati.
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Yoon, J.K., Kim, C. & Kang, R. (2020). “Positive User Experience over Product Usage Life Cycle and the Influence of Demographic Factors”, International journal of design, Vol. 14(2), PP. 85-102.
Tajdini, A., Rabie, D., Jahan Latibari, A. & Pourmousa, Sh. (2011). “Study on effective endexes on exports of wooden furniture in Iran”, Journal of sciences and techniques in natural resources, Vol. 6(2), PP. 71-87. [Persian].
Wu, J., Jin, C., Zhang, L., Zhang, L., Li, M. & Dong, X. (2021). “Emotionally Sustainable Design Toolbox: A Card-Based Design Tool for Designing Products with an Extended Life Based on the User’s Emotional Needs”, Sustainability, Vol. 13, 10152. https://doi.org/10.3390/ su131810152
Haines-Gadd, M. (2019). “Emotional durability design nine: Developing a tool for product longevity, A thesis submitted in partial fulfilment of the requirements of the University of Brighton for the degree of Doctor of Philosophy.
_||_Alizadeh, H., Faezi Pour, M.M., Azizi, M. & Zyaei, M. (2014). “Survey the situation of furniture foreign trade, determine and prioritize the influencing indexes on export development (case study: Household furniture)”, Iranian journal of Wood and paper science research, Vol. 29(2), PP. 299-309. [Persian].
Salehi, T. (2020). “Challenges and solutions of production leap in the country’s furniture industry”, News research of the political deputy of the radio and television of Iran, Retrieved from: www.iribnews.ir/ [Persian].
Farshchi, V. & Ghofrani, M. (2016). “Assessment of market development factors affecting classic furniture (case study in Qom)”, Journal of Wood and forest science and technology, 23(3), PP. 89-106. [Persian].
Kheiri, B. & Fathali, M. (2015). “Investigating effective factors on purchase intention of luxury products”, Journal of Marketing management, 10(26), PP. 1-24. [Persian].
Alavi, Y. (2016). “Alook at the loyalty programs of Iranian businesses, the desire to take a higher position in the customer club”, Moshtarinews; Retrieved from http://www.moshtarinews.com. [Persian].
Seyedfazli, H., Mirabi, V. & Hamdi, K. (2021). “The model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users”, Knowledge and research in applied psychology, Vol. 22(2), PP. 158-168. [Persian].
Yazhari, M.S., Rasooli Saghai, H. & Mahmoudzadeh, M. (2019). “Identification of Challenges and Designing a Product Sale Improvement Model via Structural Equation Modelling: East Azarbaijan Electronic Power Industry”, The journal of productivity management, Vol. 13(48), PP. 221-248. [Persian].
Haanstra, W., Martinetti, A., Braaksma, J. & Van Dongen, L. (2020). “Design of a Framework for Integrating Environmentally Sustainable Design Principles and Requirements in Train Modernization Projects”, Sustainability, Vol. 12(6075), PP. 1-19.
Agost, M.J. & Vergara, M. (2020). “Principles of Affective Design in Consumers’ Response to Sustainability Design Strategies”, Sustainability, Vol. 12(10573), PP. 1-21.
Page, T. (2014). “Product attachment and replacement:implications for sustainable design”, International journal of sustainable design, Vol. 2(3), PP. 256-282.
Eghtesadnews. (2018). “Economy in medias238137/67-Recession in the sofa market”, Retrieved from www.eghtesadnews.com. [Persian].
Krieken, B.V., Desmet, P.M., Aliakseyeu, D. & Mason, J. (2012). “A sneaky kettle: Emotionally durable design explored in practice”, London: The International conference on design and emotion.
Fossdal, M. & Berg, A. (2016). “The relationship between user and product:durable design through personalisation”, Aalborg: International conference on engineering and product design education.
Gadd, M.H., Chapman, J., Lloyd, P., Mason, J. & Aliakseyeu, D. (2018). “Emotional durability design nine-A tool for product Longevity”, Sustainability, Vol. 10(6), PP. 1-19.
Ko, C. (2017). “The association of product metaphors with emotionally durable design”, Japan, Hamamatsu: the IIAI International congress on advanced aaplied informatic. PP. 58-63.
Starostka-Patyk, M. (2018). “Environmental Approach to Managing Defective Products and Waste in the Household Appliances Industry”, Journal of environmental studies, 28(5), PP. 3439-3449.
Sagheb, S.H. (2013). “Designing music playback tools to cultivate the experience of product attachment”, Master thesis. University of Art. [Persian].
Choi, Y., Stevens, J. & Brass, C. (2018). “Carative factors in the design development process: towards undrestandingowner object detachmentand promoting object longevity”, The design journal, Vol. 21(4), PP. 477-497.
Clemens, T. (2017). “Unemotional Design: An Alternative Approach to Sustainable Design”, Design issue, Vol. 33(4), PP. 83-91.
Ko, K., Ramirez, M. & Ward, S. (2011). “Introducing industrial design students to long-term product attachment”, Sydney: University of New South Wales.
Haug, A. (2017). “Defining resilient design in the context of consumer products”, The design journal, Vol. 21(1), PP. 1-22.
Lobos, A. & Babbitt, C. (2013). “Integrating emotional attachment and sustainability in electronic product design challenges”, Challenges, Vol. 4(1), PP. 19-33.
Bullock, J.N. (2012). “Design Principles for Emotional Durability. M.A. Thesis of Design”, University of Cincinnati.
Gould, T. (2013). “What is Emotionally Durable Design”, retrieved from: https://www.triplepundit.com/story/2013/what-emotionally-durable-design/49626.
Yoon, J.K., Kim, C. & Kang, R. (2020). “Positive User Experience over Product Usage Life Cycle and the Influence of Demographic Factors”, International journal of design, Vol. 14(2), PP. 85-102.
Tajdini, A., Rabie, D., Jahan Latibari, A. & Pourmousa, Sh. (2011). “Study on effective endexes on exports of wooden furniture in Iran”, Journal of sciences and techniques in natural resources, Vol. 6(2), PP. 71-87. [Persian].
Wu, J., Jin, C., Zhang, L., Zhang, L., Li, M. & Dong, X. (2021). “Emotionally Sustainable Design Toolbox: A Card-Based Design Tool for Designing Products with an Extended Life Based on the User’s Emotional Needs”, Sustainability, Vol. 13, 10152. https://doi.org/10.3390/ su131810152
Haines-Gadd, M. (2019). “Emotional durability design nine: Developing a tool for product longevity, A thesis submitted in partial fulfilment of the requirements of the University of Brighton for the degree of Doctor of Philosophy.