| Summary: | 碩士 === 國立臺灣大學 === 生物產業傳播暨發展學研究所 === 102 === Flower is one of the most important agricultural products in Taiwan because of its high-added value. Moreover, floral gift plays an important role in the interpersonal communication. To enhance the efficiency of floral products’ promotion, it is always a key-point to deeply explore the consumer insights and then precisely make the market-ing strategies in floral industry. As the love and romantic symbols of flowers, floral gifts take a place in Valentine’s Day gifts market naturally. Above all, present work is interested in comsumer’s needs on floral gifts of Valentine’s Day.
Besides, gifts have been taken as a medium of interpersonal communications for a long time. What messages have been convey is a crucial concept that may decide the end of the communications in relationship. Additional, the package of gift also has a function of expression people’s emotions so that the package takes an indispensible part of floral gifts, especially in romantic relationships. Consequently, present work focuses on the value-added effects on emotional communication of floral gifts packages in ro-mantic relationships.
This study integrates the theories of visual convey, package design, gift-giving and communication to explore the influences of package visual elements of floral gifts on emotional communications of romantic relationships. For the package visual elements of floral gift, it is especially focused on its materials and decorations. In addition, a questionnaire is designed and used to collect the data of totally 384 valid samples. The results of repeat-measured MANOVA indicate that the package of floral gift plays a de-cisive role for consumer purchasing decisions when they are choosing an ideal gift for their partner on Valentine’s Day. Different visual elements of the floral gift package can convey different emotional messages such as love expression, relationships confirma-tion, the importance of relationships, self-identification, and the cognition of receiver in romantic relationships. It’s also differed from difference collections of visual elements. As the results, this study develops a model of consumer purchase decision process. It is about the best choice of package visual elements that communicate the specific emo-tional messages for romantic relationships. This model can also be taken as a reference of floral gifts marketing strategies for flower retailers.
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