台南市市民之生活型態與蘭花組合式盆栽消費者決策行爲之研究

A Study of the Lifestyles and Consumer Decision-Making on Combined Pot Orchids of the Citizens in Tainan City

朱惠英(Hui-Ying Chu) ； 詹慧珊(Hui-Shan Chan)

《嘉大農林學報》 7卷1期 (2010/02) Pp. 56-75

https://doi.org/10.29891/JAFNCU.201002.0005

摘要

本研究旨在探討台南市市民之生活型態與蘭花組合式盆栽消費者決策行爲之關係，以問卷調查方式在台南市六個行政區中進行施測，共取得有效問卷419份。研究結果發現，台南市市民之生活型態因子包含「花卉知識」、「經濟壓力」、「藝術品味」、「節儉務實」、「流行時尚」等五項因素，藉由受試者之因素得點(factor score)，可將台南市市民區隔爲「知性務實」、「繭居自守」、「流行隨性」三個集群。根據分析結果顯示，生活型態集群與受試者之蘭花組合式盆栽的購買經驗及消費者決策行這有不同程度的相依關係。在購買經驗上，「知性務實」群曾經購買蘭花組合式盆栽的比例顯著較高，購買的主要動機以「他用」爲主，在消費地點的選擇上，以「產品多樣化」爲首要的考量因素，認同的合理價格爲「1,001-2,000 元」之間，在購花次數上，屬於「高頻率」的消費者，根據研究結果提供業者建議。

關鍵字

生活型態 ； 消費者決策 ； 蘭花

並列摘要

This research aims at investigating the relationship between Tainan citizens' lifestyles and the consumer decision making behavior regarding combined pot orchids. This research is conducted within the six administrative zones of Tainan city. The total number of valid questionnaires is 419. The research revealed that Tainan citizens' lifestyles influencial factors include ”knowledge of flowers,” ”economy pressure,” ”taste of art,” ”frugality and diligence,” ”fashion style.” From the factor scores of the interviewees, we can group Tainan citizens into three categories: the ”knowledgeable pragmatists,” the ”cocooned self-dependents” and the ”fashionable modernists.” Analysis results showed different levels of dependency relationship between lifestyle groups, the interviewees' purchasing experience of combined pot orchids as well as consumers' decision making behavior. In terms of purchase experience, the ”knowledgeable pragmatists” have a higher ratio of combined pot orchid's purchase. The main motivation of this group of consumers is for ”other usage”. In terms of the selection of purchase location, the main influential factor is whether there is ”a diversity of products.” The agreeable price range falls between ”1,001-2,000 NTD.” Regarding frequency, this group is categorized as ”frequent buyers.” This research provides suggestions according to the results found for the orchid providers.

並列關鍵字

Lifestyle ； Consumer decision making ； Orchid