The Study of the consumer behaviour of floral shop – A case of Tainan City

• Main Authors: YEN SHU-CHENG, 顏書政
• Other Authors: 江昱仁
• Format: Others
• Language: zh-TW
• Published: 100
• Online Access: http://ndltd.ncl.edu.tw/handle/50013429114991714884

碩士 === 南台科技大學 === 休閒事業管理系 === 99 === As the symbol of beauty, flowers with multiple function which not only make environment more beautiful but nurture people’s mind; moreover, it offers enjoyment of vision and spirit to human beings. Thus, it is not merely one of people's important leisure activities to appreciate the beauty of flowers, the floral industry is also observed as the behavior of the cultural activity. The run-up of the International Floral Fair of Taipei of 2010 has revealed that the government trys to integrate the development of floral industry and leisure activities. This study aimed to understand the difference of socio-economic background and consuming characteristics among the lifestyle of floral consumers; the difference of consuming motivation and decision-making among various lifestyles；the relationship of consuming motivation and decision-making. It was expected that the results of this study can provide floral shop management in practical. In this study, convenience sampling method was used to collected samples. Sample sources were the flower buyers of six floral shops located in Tainan city. Questionnaire survey was utilized as a investigation tool. Total 421 valid questionnaires were obtained. Statistical methods including descriptive analysis, factor analysis, cluster analysis, one-way ANOVA analysis, Pearson correlation analysis, and chi-square analysis were utilized in this study. The main results of this study were as follows: 1. It was shown that married women, age 20-29 years old, senior high school education, service workers, buying packaged flower bouquets, and purchasing prices between 301 ~ 600 NT dollars were the main floral consumers in this study. 2. In the factor analysis, lifestyle factors of consumers can be known as: " floral loving", "careful planning", "trendy fashion", "conservative inward," "family-orientation," "self-confidence" and "product- orientation "; four factors of consumers’ motivation, four factors including "self-realization," "social/ soul", " life quality ", and "learning-orientation" were obtained; four decision-making factors including "function-orientation "," quality-orientation "," price-orientation, "and " emotional orientation " were revealed in this study. 3. In the cluster analysis, five lifestyle clusters including "flower consumption," "fashioned self-confidence", "careful planning ", "traditional conservative" and "product orientation" were known. Moreover, in the ki-square analysis, the lifestyle clusters showed the significant difference in the socio-economic background and consumption characteristics. 4. It was shown that life- style clusters of consumers did show the significant difference on the consuming motivation and decision-making. 5. There was a significant correlation between Consuming motivation and decision making.