Understanding Consumer Preferences for Hedonic Furniture: A Push-Pull-Mooring Analysis

This research explores consumer perceptions of hedonic furniture's value, analyzingsurvey data from 347 individuals in China using the Push-Pull-Mooring (PPM) model. It finds that hedonic features, enjoyment, self-expression, emotional and aesthetic values (pull factors of hedonic furniture), dissatisfaction and fatigue (push factors of utilitarian furniture), along with social value and brand image (mooring factors), positively influence attitudes of consumers towards purchasing hedonic furniture. The study highlights the mooring factor's role in strengthening the relationship between push factors and product attributes, enhancing consumer preference for hedonic furniture. These insights suggest that design teams and companies in the hedonic furniture sector should investigate the intrinsic characteristics and symbolic meanings of their products, as well as the hedonic value such as emotional and aesthetic valuesperceived by consumers. Understanding these aspects can help better meet the complex preferences of their market, increasing the allure and value of hedonic furniture.