節日與時節跨界性對花卉禮品購買決策之影響

Abstract

花卉是大自然美麗的意象之一，長久以來都具有傳遞感情的社會意涵功能，消費者透過贈花行為能表達及維持與收禮者之間的人際關係。然而在現階段台灣禮品市場中，因收禮者仍習慣以禮物酬賞的價值檢視贈禮者對雙方關係的重視程度，因此花卉禮品在各大送禮節日與各大送禮場合裡躍不上主流禮品之列，但實際需求又並非完全為零，因此花卉禮品的重要性值得進一步研究與推廣。本研究根據探討贈禮對象、與收禮者親密度、收禮者挑剔度、收禮者偏好、收禮者需求及花卉禮品價值對於花卉禮品類別選擇的影響，以及送禮節日的親密性與送禮場合的跨界性在上述因子對於花卉禮品類別選擇的關係上之干擾效果。研究結果期能對台灣日漸成熟的花卉產業做出實質貢獻，並協助建立花卉禮品在禮品市場中的定位與策略發展。 本研究以台灣地區的禮品消費族群為主要問卷調查抽樣對象，共蒐集400份有效樣本，運用卡方檢定、多項式羅吉斯迴歸分析(multinomial logistic regression)以及洛基對數線性分析(logit log-linear model)進行數據資料分析及假設驗證。研究結果顯示，當贈禮對象為親朋好友與父母時，贈禮者較會贈送花卉禮品，而贈禮對象為情人時，較會贈送一般禮物；與收禮者親密度、收禮者挑剔度、收禮者偏好和需求皆無法預測花卉禮品類別的選擇；花卉禮品價值的認知中僅有贈禮者愈認同其社會價值與經濟價值，贈送花卉禮品的可能性愈大。送禮節日的親密性高低與送禮場合的跨界性高低僅在贈禮對象對花卉禮品類別選擇上有干擾效果；在與收禮者親密度、收禮者挑剔度、收禮者偏好和需求及花卉禮品價值對花卉禮品類別選擇的影響上則沒有干擾效果；但送禮節日的親密性高低與送禮場合的跨界性高低卻會單獨對花卉禮品類別選擇產生影響，當送禮節日的親密性高與送禮場合的跨界性高時，贈禮者贈送花卉禮品的機率便愈高。

Flowers are the beautiful images of nature; in the long history of arts, flowers has been given blessing meanings and symbolism, so we human have regarded flowers as one kind of gifts that could communicate affection and maintain relationships also for a long time. However, due to cultural differences, giving flowers as one kind of gifts has not been a common custom in Taiwanese culture. In fact, according to the past market survey, “floral products” are hardly the top 5 gift items regardless of any gift-giving holidays and occasions. Thus, it is worthwhile to develop the demand and promote the importance of floral gifts in Taiwan. Therefore, this article aims at studying whether the relationships and intimacy levels between giver and receiver, the difficulties, preference and needs of receiver, and the four values of floral gifts have effect on floral gifts selection or not. Furthermore, this article also investigates whether the intimacy level of gift-giving holidays and the boundary level of gift-giving occasions’ rituals are termed as moderator variables between the above factors and floral gifts selection. This study used sampling survey method to collect 400 effective respondents and utilized chi-square test, multinomial logistic regression and logit log-linear line model to examine the research hypotheses. Findings indicated that if giver sends gifts to close friends and parents, he will choose floral gifts more; if giver sends gifts to lovers, he will choose non-floral gifts more. The influences of the givers’ intimate level with receivers, the receivers’ fastidiousness, preference and needs of receiver on floral gifts selection is not significant; however, the more agreement to social and economic value of floral gifts, the higher probabilities to select floral or floral plus non-floral gifts. Furthermore, the high or low intimacy level of gift-giving holidays and the boundary level of gift-giving occasions’ rituals only have interaction with givers’ social relationships with receivers; in addition, they also have main effects on the choices of floral gifts. High intimacy of gift-giving holidays (as measured on nominal scale), givers would be more likely to choose floral plus non-floral gifts; and high boundary level of gift-giving occasions’ rituals, givers would be more likely to choose floral gifts.