Assessment of User's Satisfaction with Using Iranian Motifs in Home Furniture based on Kanasei Model of Satisfaction

The concept of satisfaction points to a wide range of tendencies and desires for satisfying basic and transcendental needs of human. The aim of this paper is to assess users’ satisfaction with employing Iranian motifs in home furniture in order to analyze the ideas and preferences of citizens in acceptability of designed furniture. Therefore, this study raises the following questions: how much is the satisfaction of users with using Iranian motifs in home furniture and how do different factors affect users’ satisfaction? Due to this aim, current research uses mixed method of research (qualitative and quantitative) based on the interpretive system of inquiry that covers different areas of satisfaction assessment. Thus, after primary study, qualitative data was gathered through focus groups and then questionnaire was developed based on the results of gathered information. Also, Kanasei model was selected as the suitable model for determining users’ preferences and feelings. The statistical population which is divided into experts and citizens comprises 284 cases calculated by Cochran formula and 0.05 error rate. The data was analyzed by SPSS19 software. The results of this study show that the average of citizens’ satisfaction with Iranian motifs is 3.33 which is upper than medium. Furthermore, correlations of satisfaction’s factors based on regression analysis indicate that effective factors on satisfaction are respectively 1) nationalism morale, 2) respectability of motifs, 3) affecting the existent diversity of market and, 4) beauty. The reliability of the questionnaire was tested by Cronbach’s alpha which indicates moderate reliability (0.76). Hence, the main question of this research, i.e. the level of citizens’ satisfaction with using Iranian motifs in home furniture, was answered and the effect of different factors on it was determined.