- 期刊
台南市未婚成年女性之生活型態對新娘捧花訂購意願及屬性偏好之研究
Single Women in Tainan and Their Bridal Bouquet Preferences
摘要
本研究旨在探討台南市未婚成年女性之生活型態對新娘捧花訂購意願及屬性偏好之影響，透過問卷調查方式對台南市六個行政區中之公司行號及學校機關內未婚成年女性進行調查，共抽取有效問卷499份。研究結果發現，藉由受試者之生活型態因子，可將受試者區隔爲「理性活躍」、「自然休閒」、「流行精算」三個集群，在訂購意願上，「自然休閒」群願意訂購新娘捧花的人數比例顯著高於其他組群，而「理性活躍」群則顯著較低；此外，在屬性偏好上，「自然休閒」群偏好的捧花類型爲長度介於「腰部至膝蓋間」、「大型華麗」、具「時尚現代」感、以「兩色以上」花朵加入飾品裝飾的捧花商品，其可接受之捧花價位則在1,001-2,000元之間；而「理性活躍」群的消費者則喜歡大小「簡約適中」、以寒色系花卉採「類似配色」手法設計的作品；至於「流行精算」群則偏好「迷你袖珍」以「暖色系」花卉採「對比配色」設計之「前衛摩登」感的商品，該群可接受之捧花價位則在1,000元以下，對於「網路訂花」及「代客送花」的重視度亦較其他組群更爲重視，各集群在年齡、職業及個人平均月收入上有顯著的差異。根據研究結果，提供業者設計新娘捧花時之建議。
並列摘要
The aim of this research is to study the willingness of single adult women in Tainan City to order bridal bouquets and their preferences. This study conducted a survey with questionnaires targeting single women in companies and schools from 6 districts in Tainan. There were 499 valid questionnaires. The findings of the research show that the interviewees can be divided into three groups: rational and active, traditional and leisurely and fashionable and clever according to their lifestyles. The number of people willing to order flower bouquets was significantly greater in the traditional and leisurely group than the other groups. The number of people in the rational and active group was the lowest. With respect to preferences, the traditional and leisurely group preferred flowers placed between the waist and knee, which were large, beautiful and fashionable in a combination of more than two colors. The acceptable price range was from 1,001 to 2,000 dollars. The rational and active group preferred simple and medium sized bouquets with simple, cold colors from the analogue color scheme. The fashionable and clever group preferred mini bouquets with warm colors from the contract color scheme with a modern design. The acceptable price was below 1000 dollars. This group placed more importance on flowers ordered from the internet and flower delivery than the other groups. In addition, there was a significant difference in age, occupation and average monthly income between the groups. Based on the research results, this study provides recommendations for businesses to design bridal bouquets.