Consumer preferences for wood surfaces – a latent variable approach
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Only a few studies have been published examining consumer
preferences for wooden surfaces (interior cladding). The purpose of the
study was to develop and test measures for three four variables: preference,
perceived harmony, reaction to complexity and perceived social status. For
doing this, we used an experimental design where subjects were exposed to
different sets of wooden surfaces. A total of 313 persons took part in our
survey. Due to missing values, 35 questionnaires were discarded and we
were left with 278 forms which amounted to 834 evaluations of wood
surfaces. We estimated a revised measurement model. This study has
concluded that preference for and perceived social status and perceived
harmony of wood surfaces can be measured with satisfying reliability and
validity. The study also found that several questions that have been used
earlier had to be discarded as measures of the core constructs.