臺灣花卉消費市場與花語適用性之關聯性研究

臺灣花卉產業近年來在外銷市場面臨其他國家競爭，內銷市場則面臨消費市場萎縮的問題，除了需要生產高品質的花卉商品並降低生產的人力成本外，開拓國內消費市場，並提升國人花卉購買量亦相當重要。花語(flower language)為花卉所代表的寓意，為花卉商品的特性之一，具有象徵基礎及文化脈絡，會因為國家文化背景與時代不同而有所差異。本研究目的為調查臺灣花卉消費市場，探討消費行為、花卉商品特性及消費者偏好的關聯性，以及花語對消費者購買意願和願付價格的影響，並彙整花語及花卉之適用場合。本研究採用立意取樣(purposive sampling)，並以線上問卷進行調查，探討臺灣消費者之花卉消費習慣及花語適用性，並將花卉應用場合分為節慶用花、社交用花及平日用花三類。試驗結果顯示，臺灣花卉消費市場中，年齡為20-29歲消費者之購買花卉商品的頻率及金額最低，而45-49歲消費者的消費金額及頻率居最；個人月收入較高的消費者，其購買花卉產品的頻率、金額及對花卉商品的願付價格最高。此外，消費者對於花卉商品特性的偏好具有異質性，在尺寸、花語及價格方面尤其明顯。正向詞彙在花語的應用中遠較負向詞彙多，且花語象徵基礎多為文學作品及傳說典故，不一定和顏色具有相關性。提供花語及適用花卉彙整表，能增進消費者對花卉的認識；此外，因為許多花卉的花語會有相同的情形，故在各種用花場合中適用花卉不只一種，消費者可根據個人偏好及花卉產期進行選擇。在節慶用花、社交用花及平日用花三大用花場合，提供花語及適用花卉彙整表，能提升消費者對花卉商品的購買意願，增加花卉商品的價值，進而提高消費者對部分花卉商品的願付價格。整體而言，消費者對花語的重視程度、顏色喜好度、態度、行為意向均會影響其對花卉商品之購買意願及願付價格，且影響程度會隨商品及人口變數不同而有所差異，而男性更傾向認為花語能表現花卉的獨特性及表達個人情感，且花語更容易影響男性對花卉的觀感及購買意願；但整體而言，女性消費者對花卉商品的購買意願均較男性消費者高。綜合研究結論，建議銷售花卉產品時，可將花語作為花卉商品的廣告素材，增進花卉商品與生活的連結，以觸及更多元的消費族群，並將消費者進行市場區隔，分為20-29歲、30-49歲及50歲以上三個群體，根據其消費樣貌訂定行銷策略。此外，針對不具有穩定購花行為之消費者，能以花語作為行銷素材引起興趣，並提供價格實惠花卉商品，同時建立多元購花管道，擴大花卉消費族群並促進臺灣花卉消費市場。

關鍵字

花卉市場；花語；消費意願；願付價格；花卉行銷

並列摘要

In recent years, Taiwan's flower industry has faced competition from other countries in the export market, while the domestic market has faced the problem of consumer market shrinking. In addition to producing high-quality flower products and reducing labor costs, expanding the domestic consumer market. Moreover, increasing the purchase amount of flowers by the locals is also very important. The language of flower is the meaning represented by flowers, which is one of the characteristics of flower products. The purpose of this research is to investigate the flower consumption market in Taiwan, to clarify the relationship between consumption behavior, flower product characteristics, and consumer preferences, as well as the impact of flower language on consumers' purchase intention, and willingness to pay, and to summarize flower language and flower application occasions. This study adopts purposive sampling and conducts an online questionnaire survey to investigate the flower consumption habits and applicability of flower language among Taiwanese consumers. Results show that in Taiwan's flower consumption market, consumers aged 20-29 have the lowest purchase frequency and amount of flower products, while consumers aged 45-49 have the highest consumption amount and frequency; consumers with higher personal monthly income have the highest frequency, amount and willingness to pay for flower products. In addition, consumers' preferences for flower commodity characteristics are heterogeneous, especially in terms of size, flower language, and price. There are far more positive words than negative words in the application of flower language. The symbol of flower language is mostly based on literature, legends and allusions, which are not necessarily related to color. Providing a list of flower language functions and applicable flowers can enhance consumers' understanding of flowers; In addition, because many flowers have the same flower language, more than one flower is suitable for various flower use occasions, and consumers can choose the product according to their personal preference and flower production period. In the three flower occasions of festival flowers, social flowers, and weekday flowers, providing flower language and applicable flower collection lists can increase consumers' purchase intention of flower products, increase the value of flower products, and further improve consumers' willingness to pay in some flowers. On the whole, consumers' attention to flower language, color preference, attitude, and behavioral intentions will affect their purchase intention of flower products and the price they are willing to pay, and the degree of influence will vary with different commodities and demographic variables. Men are more inclined to think that the flower language can express the uniqueness of flowers and personal emotions, and the flower language is more likely to affect men's perception of flowers and their purchase intention, females are more willing to buy flower products than males consumers. To conclude, it is recommended that when selling flower products, the flower language can be used as the advertising material of flower products to enhance the connection between flower products and life, so as to reach more diverse consumer groups, then segment consumers into the market, tailoring marketing strategies for consumers who do not have stable flower buying behavior. Provide them with affordable flower products, establish diversified flower purchasing channels, and then expand flower consumer groups and promote Taiwan's flower consumption market.