Abstract
This study used Kansei engineering method to analyze the purchase decisions factors of consumers of DIY furniture in Taiwan. These factors give the new indicators to help DIY furniture manufacturers for expanding or designing new products. These factors were extracted by review literatures and experts interview using Kansei with 5W1H approach. Then, Interpretive Structure Model (ISM) analysis was applied to find the paths of consumers' purchase decision. The result showed that two decision paths, innovative design and universality, were derived. Finally, the factors and paths were ranked by grey relation analysis (GRA), and paths were classified 3 classes by grey structural modeling (GSM). The result suggested the DIY furniture manufacturers should enhance different design and marketing directions toward lordliness according with characteristics of consumers to appeal consumers' purchase intention.
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