以花卉寓意提升消費者購買意願

Enhance Consumer Floral Purchase by Emphasizing Floral Meaning

余欣郁(Hsin-Yu Yu)

指導教授 ： 張育森

國立臺灣大學/生物資源暨農學院/園藝暨景觀學系/碩士(2017年)

https://doi.org/10.6342/NTU201703798

摘要

觀賞作物屬非民生必需品，行銷時可著重商品品質外能滿足消費者更高層次需求之屬性。本研究先蒐集與彙整臺灣常見經濟花卉之寓意，以文化觀點提出日常與節慶的適用花卉，期以文化認同驅動消費並達到季節性促銷的效果。接著探討不同消費目的與消費價值觀之花卉消費者對花卉之寓意屬性與淨化空氣功效屬性重視程度認知，並調查不同花卉商品型態之商家偏好提供之作為行銷素材的花卉資訊與商家預期有效之行銷方式。由2015年花卉產品年行情統計交易金額排名選出臺灣具國內市場需求性之花卉種類，盆花、切花各20種。藉由文本資料蒐集花卉寓意及市場供應季節。探討花卉的文化意涵如何產生應能增加寓意與花卉的連結，故依據花卉植物象徵起源分為五類:源於植物外形、生長特性、傳說典故、用途、植物命名將寓意歸納，再將所蒐集之花卉寓意依生活需求整理成適用植物歸納表，並搭配作物盛產期推薦各節慶之適合寓意植物。於花市與校園對大眾抽樣問卷調查，結果顯示購花者購花用途以自用者最多，其次為送親友，購花原因以日常擺設和送禮居多。「花卉寓意」與「淨化空氣功效」影響購買意願分數為3.58分(介於「普通」與「可能會」)與4.19分(介於「可能會」與「會」)。消費價值以「心情愉快」最重要(4.53分)，「社交」(3.07分)最不重要，經spearman相關分析，重視花卉寓意與「展示」、「節慶應景」及「表達祝福」呈顯著相關(P<0.01)，重視淨化空氣功效與「居家擺設」具顯著相關(P<0.01)。本研究成果期能供實務花卉行銷之有用參考。

關鍵字

消費價值 ； 花卉產品 ； 行銷策略 ； 象徵意義 ； 淨化空氣

並列摘要

Floral plants are not absolutely essential for common people survival. For these crops the emphasis should be placed on their features of providing higher order needs to purchaser. The objective of this investigation is to examine how important are the flower symbolism and the ability of improve air quality in subject’s floral purchasing decisions, and the relationship between this intrinsic benefit and demographics or customer value. And than, by using data collection method and literature review, this study analyzed the symbolism and application skills of the common flowers in Taiwan.Wish to improve the consumer motivation on purchase intension. Most of the subjects buying floral plant for self-use, and the gift use is in the second place . To most subjects ,the reason of buying floral plant is for daily decoration. The average scores of how important are flower symbolism and the ability of improve air quality are 3.58 (between “ordinary” and “maybe” ) and 4.19 (between “maybe” and “would be”).By Spearman Rank Correlation analysis, flower symbolism scores are significantly correlated with the customer value of “display ”, “ festival use ”and “expressing wishes ”.And the scores of ability of improve air quality are significantly correlated with the customer value of “daily decoration”. From 2015 floral products in market trading statistics top 20 kinds of best selling cut flowers and potted plantspotted flowers were selected..And then collect flower symbolism and market supply season of these floral plant with textual data. It is divided into five categories according to the origin of the floral plant symbol: from the plant shape, the growth characteristics, the legend of the story, the use, the plant name will be summed up,Flowers suitability analysis for daily and festivals use are aggregated.The result should be useful in floral advertising and marketing.

並列關鍵字

Consumption value ； flower product ； marketing strategy ； symbolic meaning ； the ability of improve air quality

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