多功能沙发椅消费者购买偏好分析  

Consumers Purchase Preference Analysis of Multifunctional Sofa Chair

作　　者：钱雅雯 周橙旻 李明坤 QIAN Yawen;ZHOU Chengmin;LI Mingkun(College of Furnishings and Industrial Design,Nanjing Forestry University,Nanjing 210037,China;Shanghai Juxin Industrial Co.,Shanghai 200083,China)

机构地区：[1]南京林业大学家居与工业设计学院,南京210037 [2]上海聚信实业有限公司,上海200083

出　　处：《家具》2023年第1期30-35,共6页Furniture

基　　金：2020年江苏省研究生“国际智慧康养家具设计与工程”项目(20200227);南京林业大学生态康养家居产学研用国际合作联合实验室项目(2020004)。

摘　　要：随着电子商务平台的兴起,购买家居产品逐渐从线下转变线上线下相结合的方式,网购已成为消费者购买家居产品的重要途径之一。以多功能沙发椅为研究对象,借助生意参谋、阿里指数等市场分析软件收集数据,利用Excel对原始数据进行分类处理得到有效数据,由Origin软件进行可视化展现。搜索关键词“多功能沙发椅”,选取包括淘宝、天猫、全球购等线上平台热销前150个家具品牌中220款产品,发现消费者在购买沙发椅时对产品的风格、图案、流行元素、价位、属性等都很敏感。对消费者基本特征进行描述性统计分析,发现性别、年龄、职业、所在省份等变量都是制约消费者线上购买家具的重要因素。满足消费者个性化需求是家居行业的重要发展趋势,品牌店应抓住当前家居行业快速发展的契机,为消费者提供更好的购物体验。With the rise of e-commerce platforms,the purchase of household products has gradually changed from offline to a combination of online and offline,and online shopping has become one of the important ways for consumers to purchase household products.Taking multifunctional sofa chairs as the research object,the original data were collected with the help of market analysis software such as Business Intelligence and Ali Index,and the effective data were classified and processed by using Excel,which was visualized by Origin software.Searching for the keyword“multifunctional sofa chair”,220 products from the top 150 furniture brands were selected from online platforms including Taobao,Tmall,Global Shopping,etc.It was found that consumers were sensitive to the style,pattern,popular elements,price,and attributes of the products when buying sofa chairs.A descriptive statistical analysis of basic consumer characteristics revealed that variables such as gender,age,occupation,and the province of residence were all important constraints on consumers’online furniture purchases.Meeting consumers’personalized needs is an important development trend in the home furnishing industry,and branded shops should seize the opportunity of the current rapid development of the home furnishing industry to bring a better shopping experience to consumers.

关 键 词：多功能沙发椅 数据统计 可视化 购买偏好 

分 类 号：TS664[轻工技术与工程]