花卉產品消費者購買行為之研究－以彰化田尾公路花園為例

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)

《休閒事業研究》 9卷2期 (2011/06) Pp. 1-18

https://doi.org/10.6746/LIR.201106_9(2).0001

摘要

本研究主要探討國內消費者購買花卉產品之前、中、後行為，以消費者購買模式(CDP)做為購買決策的觀念性架構，以人口統計變數做為市場區隔之基礎，以問卷調查方式，對前往彰化田尾公路花園之消費者進行實證研究，有效問卷共389份；研究結果顯示，消費者購買花卉產品主要動機為美化居家環境，其次是種花興趣，將產品定位為休閒喜好品。購買前最重視的資訊來源為花卉書籍，其次為花商、網際網路。消費者在評估產品最重視的因素為品質是否優良，其次為價格是否合理、照顧的難易度。消費者的購買頻率與時段皆以不定期居多，且偏好購買草花類，以花店為最常購買的通路。消費者在購買花卉產品後會花時間照顧這些產品，且在花期過後做適當的照顧，以期待下次開花。

關鍵字

花卉產品 ； 購買行為 ； 消費者購買模式

並列摘要

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.

並列關鍵字

customer behavior ； floral products ； Customer Decision Model