桃園花卉消費者購買決策之研究

台灣花卉產業隨著社會經濟的蓬勃發展日漸成長茁壯，成為重要的經濟產業之一。本研究為探討桃園花卉消費者生活型態和人口統計變數對購買決策之影響，期以促進產業發展。本研究以人員問卷調查獲取400份有效問卷，利用敘述性統計分析、因素分析、信度分析、集群分析、單因子變異數分析、獨立樣本t檢定、卡方檢定等分析方法，進行分析。研究結果，將生活型態消費者分成「嘗新好奇型」、「隨興購物型」、「內向木訥型」、「外放藝文型」、「傳統謹慎型」等五群，並發現不同群組的消費者在購買動機、資訊來源、產品屬性、購買實態上具有顯著差異。本研究「傳統謹慎型」消費群最為重視新鮮度，消費金額為「500-699元/次」，建議相關業者以高品質的中高價位產品做出市場區隔，吸引此群消費者購買。另外，人口統計變數的消費者在部分的購買動機、資訊來源、產品屬性、購買實態上具有顯著差異。依照研究結果，本研究對花卉相關業者提出行銷建議。

關鍵字

消費者購買決策；花卉；生活型態

並列摘要

As the development of Taiwan economy, flower industry grows and becomes one of the important economic industries. The purpose of this research is to investigate the impact of lifestyle and demographic variables of flower consumers on purchasing decision process in Taoyuan. In this study, 400 samples were obtained through a questionnaire survey of personal interviews. The descriptive statistics, factor analysis, reliability test, cluster analysis, one factor analysis of variance, t-test, and chi-square test are adopted to analyze the data. By their lifestyles, respondents were divided into five segments, namely, curious about new things, shopping at random, introverted, social/elegant, and traditional/cautious. As the results, flower consumers with different lifestyles are significantly different in purchase motivation, information sources, product attribute concerns, and actual purchase behaviors. In this study, the traditional/cautious group mostly pays attention to freshness of flower and buys NT$500-699 each time. It is recommended that the business provides the flower products with the relevant quality and price to attract this group of consumers. In addition, consumers with different demographic variables have partly significant differences in purchase motivation, information sources, product attribute concerns, and actual purchase behaviors. Based on the results, marketing suggestions are proposed for flower-related businesses.