Enhance Consumer Floral Purchase by Emphasizing Floral Meaning

• Main Authors: Hsin-Yu Yu, 余欣郁
• Other Authors: Yu-Sen Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/53s24h

碩士 === 國立臺灣大學 === 園藝暨景觀學系 === 105 === Floral plants are not absolutely essential for common people survival. For these crops the emphasis should be placed on their features of providing higher order needs to purchaser. The objective of this investigation is to examine how important are the flower symbolism and the ability of improve air quality in subject’s floral purchasing decisions, and the relationship between this intrinsic benefit and demographics or customer value. And than, by using data collection method and literature review, this study analyzed the symbolism and application skills of the common flowers in Taiwan.Wish to improve the consumer motivation on purchase intension. Most of the subjects buying floral plant for self-use, and the gift use is in the second place . To most subjects ,the reason of buying floral plant is for daily decoration. The average scores of how important are flower symbolism and the ability of improve air quality are 3.58 (between “ordinary” and “maybe” ) and 4.19 (between “maybe” and “would be”).By Spearman Rank Correlation analysis, flower symbolism scores are significantly correlated with the customer value of “display ”, “ festival use ”and “expressing wishes ”.And the scores of ability of improve air quality are significantly correlated with the customer value of “daily decoration”. From 2015 floral products in market trading statistics top 20 kinds of best selling cut flowers and potted plantspotted flowers were selected..And then collect flower symbolism and market supply season of these floral plant with textual data. It is divided into five categories according to the origin of the floral plant symbol: from the plant shape, the growth characteristics, the legend of the story, the use, the plant name will be summed up,Flowers suitability analysis for daily and festivals use are aggregated.The result should be useful in floral advertising and marketing.