Economic development and changing lifestyles have resulted in changes in residential living quality of consumers and increasing demand for residential interior refurbishment. This study explores consumer experiential behavior during residential renovations, including concerns associated with residential renovation decisions, post-renovation satisfaction and overall experiences with designer-contractor services. There are different types of residential interior refurbishment services with the two most common types being self-design and hiring of contractors and hiring of designers for both design and construction. Different types of residential interior refurbishment may lead to different levels of consumer experience. In terms of evaluating the process of residential interior refurbishment and design from the perspective of consumers, neither domestic nor foreign studies have developed a relationship model of consumer experience. The above problems will become to be the most important issues.
The purposes of this study are as following:
1. to present a well-defined structure that explains the experiences of consumers who are renovating their residences. The survey target is households in the Taipei metropolitan area that have been renovated over the last three years. In-depth interviews were conducted to identify both individual demand for renovations, and consumer experiences during the renovation process. The qualitative analytical method was utilized to infer and collate elements of experiential demand and consumer experience, based on in-depth interview results.
2. to adopt the point of view of the consumer to verify consumer experience in terms of a satisfaction scale based on the concept of consumer experience when commissioning contractors to work on, or designers to design, residential interior refurbishment.
3. to examine the affective relationships among consumer experiences in refurbishment through a scale that measures degrees of importance and satisfaction. The study constructs relationship models to express the relationships between different experiential forms and investigates whether significant difference exists between the importance and satisfaction degrees of different refurbishment experiences.
Drawing data from semi-structured interviews with 87 consumers, the results demonstrated that the value experience was a new experience created by the housing refurbishment service. In addition, this study is based on a sample of 601 consumers for quantitative analysis.
Finally, the analytical results in this study suggest that
1. consumer experiential demand for residential renovation can be classified according to designer-contractor demand, home-owner demand and marketing demand. In light of the significant difference between consumer experiential demands for renovating residential buildings, a “custom made” approach is required by consumers. The elements of consumer experience whilst renovating residential buildings consist of the following six aspects: sense, feel, think, act, relate and value. “Value experience” is a recently defined experience encountered during the design process of renovating residential buildings.
2. the overall fitness indicator for the satisfaction scale of consumer experience on various types of residential refurbishment as well as the reliability and validity indicators for various aspects of residential refurbishment were within the acceptable range. This means that the consumer experience satisfaction scale for interior refurbishment as measured in this study proved to be both reliable and accurate.
3. among the relationships of importance towards refurbishment experiences, a positive significant effect exists for sensory experience on affective experience, affective experience on intellectual experience, intellectual experience on behavioral experience, intellectual experience on value experience, and relational experience on intellectual experience. In addition, among the relationships of satisfaction between the various types of residential refurbishment experiences, significant positive impact was found between intellectual experience and value experience, affective experience and value experience, intellectual experience and behavioral experience as well as sensory experience and affective experience.
The results of this study can serve as a reference for future researchers in related research fields and may also be useful for relevant industries in development of marketing strategy planning.