Title

花市消費者行為之研究-以台北建國假日花市為例

Translated Titles

The Study on Consumer Behavior in Flower Market: A Case of Jianguo Holiday Flower Market in Taipei

Authors

吳春樺

Key Words

生活型態 ; 知覺價值 ; 顧客滿意度 ; 顧客忠誠度 ; 結構方程式 ; Lifestyle ; Perceived value ; Customer satisfaction ; Customer loyalty ; Structural Equation Model

PublicationName

臺灣大學農業經濟學研究所學位論文

Volume or Term/Year and Month of Publication

2013年

Academic Degree Category

碩士

Advisor

雷立芬

Content Language

繁體中文

Chinese Abstract

台北建國假日花市於1982年成立,並在1983年開始建立組織規章且營運,由行政院農委會、台北市政府產業發展局和中華花卉園藝文教基金會輔導,而業者成立自治會管理且籌辦花市一切業務,並有設置基金會來推動政府政策、產學交流與花卉產業之發展,每週都湧入大量的遊客前往休閒、購買花卉和增進花卉知識。 花市的發展可培養民眾對花卉消費習慣,因此在2013年4月13到21日間訪問正在台北建國假日花市逛街之遊客,回收有效問卷382份,藉由問卷調查來了解消費者平日生活型態,並進行集群分析來探討集群間之各構面差異,目前花市相關文獻較多探討生活型態或購買情況,因此本文以結構方程模式來分析花市消費者之生活型態對知覺價值之影響,進而影響顧客滿意度和顧客忠誠度的表現。 主要實證結論有消費者生活型態對知覺價值、顧客滿意度和顧客忠誠度呈現正向關係,知覺價值對顧客滿意度和顧客忠誠度呈現正向關係,顧客滿意度對顧客忠誠度呈現正向關係;消費者特徵資訊會影響各構面平均分數;「高度愛花族」除了在生活型態構面的平均分數較高,對於台北建國假日花市的評價較其他兩集群高。 建議台北建國假日花市在推廣教育方面的活動可以考慮每週舉辦不同活動的花卉教學活動,可增加顧客忠誠度和推薦行為;在服務方面,除了考慮增加英文導覽服務員,也可增加標示花卉英文名稱,提升整體服務。

Topic Category 生物資源暨農學院 > 農業經濟學研究所
生物農學 > 農業
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