| Summary: | 碩士 === 國立臺灣大學 === 園藝學研究所 === 91 === This study developed conjoint models to examine consumers’ preferences for foliage plants and to compare relative importance of foliage plants attributes that may influence consumers’ choice behavior. The other purpose of this study was to compare verbal versus pictorial stimuli in conjoint analysis. There were two kinds of questionnaires, one was verbal stimuli, the other was pictorial stimuli. The respondents were asked to make trade-offs between four attributes, and gave preference ranking to nine alternatives. The conjoint model was used to estimate for the preference ranking data. It showed that the relative importance of attributes was similar in both models. The degree of cultivation difficulty was found to be the most important attribute, followed by duration for enjoy, price and appearance.Consumers’ preferences of foliage plants were influenced by the frequency of coming to flower market, the frequency of buying flowers, sex distinction, job and having horticulture background or doing jobs related to horticulture. As to the market segmentation, consumer segments were constructed by using cluster analysis to examine the preference differences among the segments. Consumers in segment 1 were price sensitive. Consumers in segment 2 weighted cultivation difficulty most. Consumers in segment 3 paid much attention to duration for enjoy. Consumers in segment 4 weighted the appearance of foliage plants most.
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