| Summary: | 碩士 === 大葉大學 === 人力資源暨公共關係學系 === 93 === ABSTRACT
In recent years, florist planting areas and output value have increased remarkably in Taiwan. After efforts of bureau of agriculture and florist dealer, and increase of national income, the consumption habit of flowers spread stage by stage. Various consumer behaviors will bring up by different motives. This research will categorize the flower consuming tendency into self-users and gift-users types. However, florist dealers will have different consuming decision-making in these two categories. Therefore, the main objective of this research is to discuss the different remarkable influence between self-users and gift-users.
This research will be focusing on consumers of Holiday Flower Markets and flower shops in Taipei, Hisn-chu, Tai-chung and Kao-hsiung. The basis of discriminant analysis and T-test to analyse the remarkable effects of information search, alternative evaluation and purchase when self-users and gift-users purchase florist products, which is consumer decision process (CDP). The results are:
1. Purchase Habit, self-preference, shopping sample, journalism, relatives have great influence to distinguish the information source for self-users and gift-users.
2. Symbolize, type, brand, suit occasions have great different effects for buying flowers program estimated of self-users and gift-users.
3. Non-plan purchasing, promotion, credibility, ambience, paying cash or credit card, shipping have great effects on final purchase decision for self-users and gift-users.
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