Translated Titles

A Study on the Customer Behavior for the Floral Products-A Case Study on the Tianwei Highway Garden, Changhwa County




呂適仲(Shih-Chung Lu);呂崇銘(Chung-Ming Lu);王內建(Nei-Chien Wang)

Key Words

花卉產品 ; 購買行為 ; 消費者購買模式 ; customer behavior ; floral products ; Customer Decision Model



Volume or Term/Year and Month of Publication

9卷2期(2011 / 06 / 01)

Page #

1 - 18

Content Language


Chinese Abstract


English Abstract

The research used the Customer Decision Model as the conceptual framework and lifestyle variables as the basis of market segmentation to carry out an empirical study in the form of questionnaire investigation. From the analysis result, the prime motive for consumers to purchase floral products is to beautify the living environment and the second is the hobbies of planting flowers. Based on these the products were positioned as leisure goods. The significant information source before purchasing is flower books, and then the others are flower merchants and internet. The factor which customers emphasize most on before evaluating products is the quality, next are price and the ease of growing. The frequency and time slot for most customers to purchase flowers is irregular. Customers prefer to buy flowers and go flower shop most frequently. After purchasing, customers will spend time looking after these flowers and taking care properly after florescence preparing for next blossom.

Topic Category 人文學 > 地理及區域研究
社會科學 > 體育學
社會科學 > 管理學
Times Cited
  1. 璩安(2014)。蝴蝶蘭企業花禮銷售之服務流程溝通與服務疏失研究。臺灣大學生物產業傳播暨發展學研究所學位論文。2014。1-113。 
  2. 吳春樺(2013)。花市消費者行為之研究-以台北建國假日花市為例。臺灣大學農業經濟學研究所學位論文。2013。1-71。
  3. 江莉琪(2014)。影響購買景觀植物模組因素之分析。臺灣大學農業經濟學研究所學位論文。2014。1-96。