請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26230完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃麗君(Li-Chun Huang) | |
| dc.contributor.author | Yen-Chun Lai | en |
| dc.contributor.author | 賴妍均 | zh_TW |
| dc.date.accessioned | 2021-06-08T07:03:32Z | - |
| dc.date.copyright | 2011-08-20 | |
| dc.date.issued | 2011 | |
| dc.date.submitted | 2011-08-15 | |
| dc.identifier.citation | 參考文獻
1. 王慶福、林幸台、張德榮（1996）。愛情關係發展與適應之評量工具編製。中國測驗學會測驗年刊，43，227-240。 2. 台灣花卉園藝編輯部（2009）。台灣花卉產業發展歷程及未來展望。台灣花卉園藝，265，46-49。 3. 行政院主計處（2011）。人口靜態統計：人口數及人口增加率。2011/07/13搜尋，http://www1.stat.gov.tw/ct.asp?xItem=15408&CtNode=4692&mp=3。 4. 行政院主計處（2011）。人口靜態統計：人口數按教育程度分。2011/07/13搜尋，http://www1.stat.gov.tw/ct.asp?xItem=15408&CtNode=4692&mp=3。 5. 行政院主計處（2011）。人口靜態統計：現住人口數按年齡分。2011/07/13搜尋，http://www1.stat.gov.tw/ct.asp?xItem=15408&CtNode=4692&mp=3。 6. 行政院主計處（2011）。政府統計：人口靜態統計。2011/03/20搜尋，http://www.dgbas.gov.tw/ct.asp?xItem=15408&CtNode=4594。 7. 行政院主計處（2011）。政府統計：職業標準分類。2011/07/13搜尋， http://www.dgbas.gov.tw/ct.asp?xItem=15817&CtNode=5480&mp=1。 8. 行政院主計處（2011）。國民所得及經濟成長：國民所得統計常用資料。2011/03/16搜尋，http://www.stat.gov.tw/ct.asp?xItem=14616&CtNode=3564&mp=4。 9. 行政院主計處（2011）。薪資與生產力。2011/07/13搜尋，http://www.dgbas.gov.tw/ct.asp?xItem=17160&ctNode=526。 10. 行政院農業委員會統計室（2010）。農業統計要覽：貿易──農產品進出口量、值。2011/02/11搜尋，http://stat.coa.gov.tw/dba_as/AS_root.htm。 11. 行政院農業委員會農糧署（2010）。99年農業統計年報：二、農業生產，(一)作物生產，6. 花卉。2011/03/20搜尋，http://www.coa.gov.tw/view.php?catid=23774。 12. 行政院農業委員會農糧署（2010）。農業統計要覽：農業生產──農作物生產之結構變動。2011/02/11搜尋，http://stat.coa.gov.tw/dba_as/AS_root.htm。 13. 呂以榮（譯）（2002）。問卷設計、訪談及態度測量（原作者：A. N. Oppenheim）。臺北市：六合。（原著出版年：1992） 14. 何旭如（2007）。從浪漫花束到虛擬貨幣通通找得到 苦惱情人節該送啥？上網挑禮「一指搞定」。數位時代，147，86-89。 15. 李丹妮（2008）。品種改良搞創意 台灣花卉拚國際。新台灣新聞周刊，634。 16. 李皇照（2004）。台灣花卉園藝市場之拓展。台灣花卉園藝，200，120-133。 17. 吳明隆（2008）。論文寫作與量化研究。台北市：五南。 18. 吳萬益（2008）。企業研究方法。臺北市：華泰。 19. 林慧瑛（1995）。性教育。台北：杏林文化。 20. 東方線上資料庫（2001）。上班族男女情人節常送的禮物。2011/03/18搜尋，http://www.isurvey.com.tw/3_product/1_eicp_3.aspx。 21. 東方線上資料庫（2005）。情人節送禮行為分析！2011/3/18搜尋，http://www.isurvey.com.tw/。 22. 東方線上資料庫（2006）。台灣送禮市場趨勢分析(一)──2001~2006市場潛量變化。2011/3/18搜尋，http://www.isurvey.com.tw/。 23. 周文賢（2004）。多變量統計分析：SAS/STAT使用方法。臺北市：智勝文化。 24. 邱皓政（2006）。量化研究與統計分析──SPSS中文視窗版資料分析範例解析。臺北市：五南。 25. 美國零售聯合會（2010）。情人節消費者趨勢 2010。2011/01/02搜尋，http://www.nrf.com/modules.php?name=Pages&sp_id=1211&op=printfriendly&txt=Nat。 26. 財政部關稅總局（2011）。農產品及其製品進出口量值。2011/07/07搜尋自農產貿易產詢系統，http://agrapp.coa.gov.tw/TS2/TS2Jsp/Index.jsp。 27. 陳文俊（譯）（2005）。社會科學研究方法（原作者：Earl R. Babbie）。臺北：雙葉書廊。 28. 郭高富、林晏州（2006）。吊籃植物消費行為之研究。臺灣園藝，52(3)，297-309。 29. 張俊彥（1996）。台灣家庭園藝植物目標市場之社會人口分析。中國園藝，42(3)，244-248。 30. 黃照婷、林晏州（2007）。草花配色對色彩偏好及色知覺之影響。臺灣園藝，53(4)，481-490。 31. 黃漢華（2008）。內需不高，歐洲市占第二 台灣花卉1億美元的自信。遠見雜誌，259。 32. 黃麗君、Mattson（2001）。花卉顏色屬性與香味屬性對消費者花卉購買意願之影響研究。農林學報，50(4)，43-55。 33. 楊世華、潘德芳（2000）。國產主要花卉之市場區隔。台灣地區重要農產品產銷研討會專集，297-311。 34. 楊葆茜（1995）。臺北市與臺中市家計單位花卉消費行為之分析。國立中興大學農產運銷學系碩士論文。 35. 廖思婷、林晏州（2004）。觀葉植物消費行為之研究。中國園藝，50(1)，99-116。 36. 廖思婷、林晏州（2006）。應用市場區隔理論探討觀葉植物消費者之特性。臺灣園藝，52(1)，81-92。 37. 管秋雄、趙筱音、江彗禎、邱雅馨、張雅雲、吳蘭花、袁君宜（2003）。兩性交往之歷程分析。中州學報，21，213-238。 38. 顏任宣與呂廷森（2003）。組合盆栽在大台北都會區消費行為分析。中國園藝，49，4（摘要）。 39. 顏任宣與呂廷森（2005）。E世代青年花卉消費行為調查──吉祥花卉之研究。中國園藝，51，4（摘要）。 40. Allen, N.J., & Meyer, J.P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63, 1-18。 41. Anderson, L. J., Behe, B. K., & Sanderson, K. C. (1996). Communication could increase florists’ commercial account purchases. HortTechnology, 6(3), 266-270. 42. Anderson, J., & Narus, J. (1990). A model of distributor firm and manufacturer firm working partnerships. The Journal of Marketing, 54(1), 42-58. 43. Banks, S. K. (1979). Gift-giving: a review and an interactive paradigm. Advances in Consumer Research, 6(1), 319-324. 44. Barnes, S., Brown, K. W., Krusemark, E., Campbell, W. K., & Rogge, R. D.(2007). The role of mindfulness in romantic relationship satisfaction and responses to relationship stress. Journal of Marital and Family Therapy, 33(4), 482-500. 45. Behe, B. K., Prince, T. A., & Tayama, H. K. (1992). Market Segmentation of Supermarket Floral Customers. HortScience, 27(5), 459-462. 46. Behe, B. K., & Wolnick, D. J. (1991). Type of floral product purchased and demographic characteristics and floral knowledge of consumers. HortScience, 26(4), 414-416. 47. Belk, R.W. (1976). It’s the thought that counts: a signed digraph analysis of gift-giving. Journal of Consumer Research, 3, 155–163. 48. Belk, R. W. (1979). Gift-giving behavior. Research in Marketing. College of Commerce and Business Administration, University of Illinois at Urbana-Champaign. 49. Belk, R. W.(1996). The Perfect Gift. In Otnes, C. & Beltramini, R. F. (Eds.), Gift Giving A Research Anthology (pp. 59-84). Bowling Green State University Popular Press. 50. Belk, R. W., & Coon, G. S. (1991).Can’t buy me love: dating, money, and gifts. Advances in Consumer Research, 18, 521-527. 51. Belk, R. W., & Coon, G. S. (1993). Gift giving as agapic love: an alternative to the exchange paradigm based on dating experiences. Journal of Consumer Research, 20, 393-417. 52. Belk, R. W., Wallendorf, M., & Sherry, J. F. (1989). The sacred and the profane in consumer behavior: theodicy on the odyssey. Journal of Consumer Research, 16: 1-38. 53. Berry, L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the academy of marketing science, 23(4), 236-245. 54. Bolle, F. (2001). Why to buy your darling flowers: on cooperation and exploitation. Theory and Decision, 50(1), 1-28. 55. Borland, D. M. (1975). An alternative model of the wheel theory. The Family Coordinator, 24(3), 289-292. 56. Brehm, J. W. (1966). A theory of psychological reactance, New York: Academic Press. 57. Bursten, B. (1959). The expressive value of gifts. American Imago, 16(4), 437-446. 58. Camerer, C. (1988). Gifts as economic signals and social symbols. American Journal of Sociology, 94(Supplement), S180-S214. 59. Canary, D. J., & Stafford, L. (1994). Maintaining relationships through strategic and routine interaction. Communication and Relational Maintenance, ed. Canary and Stafford, San Diego, CA: Academic Press, 3-22. 60. Caplow, T. (1982). Christmas gifts and kin networks. American Sociological Review, 47(3), 383-392. 61. Cheal (1987). Showing them you love theme: gift giving and the dialectic of intimacy. Sociological Review, 35: 150-169. 62. Cheal (1988). The gift economy. New York: Routledge. 63. Close, A. G., & Zinkhan, G. M. (2006). A holiday loved and loathed: a consumer perspective of Valentine's Day. Advances in Consumer Research, 33, 356-363. 64. Close, A. G., & Zinkhan, G. M. (2009). Market-resistance and Valentine's Day events. Journal of Business Research, 62(2), 200-207. 65. Cupach, W. R. & Metts, S. (1994). Facework. Thousand Oaks, CA: Sage. 66. Davies, G., Whelan, S., Foley, A., & Walsh, M. (2010). Gifts and gifting. International Journal of Management Reviews, 12(4), 413-434. doi: 10.1111/j.1468-2370.2009.00271.x 67. Dodson, K. J., & Belk, R. W. (1996). “The Birthday Card Minefield,” in Advances in Consumer Research, ed. Corfman and Provo, UT: Association for Consumer Research, 14-20. 68. D’Souza, C. (2003). An inference of gift-giving within Asian business culture. Asia Pacific Journal of Marketing and Logistics, 15, 27-39. 69. Duck, S. W.(1994). ‘‘Steady as (S)He Goes: Relational Maintenance as a Shared Meaning System,’’ in Communication Relational Maintenance, ed. Daniel J. Stafford and Laura Stafford, New York: Academic Press, 45–60. 70. Duck, S. W. & Wood, J. T. (1995). “For Better, for Worse, for Richer, for Poorer: The Rough and Smooth of Relationships” in Confronting Relationship Challenges, ed. Duck and Oaks, CA: Sage, 1-21. 71. Duck, S. W., & West, L., Acitelli, L. K. (1997). “Sewing the Field: The Tapestry of Relationships in Life and Research,” in Handbook of Personal Relationships, ed. Steve Duck, New York: Wiley, 10-23. 72. Edlund, J. E., Sagarin, B. J., & Johnson, B. S. (2007). Reciprocity and the belief in a just world. Personality and Individual Differences, 43(3), 589-596. 73. Eisenberger, R., Cotterell, N., & Marvel, J. (1987). Reciprocation ideology. Journal of Personality and Social Psychology, 53(4), 743-750. 74. Fleming, C. B., White, H. R., & Catalano, R. F. (2010). Romantic relationships and substance use in early adulthood: an examination of the influences of relaitonship type, partner substance use, and relationship quality. Journal of Health and Social Behavior, 51(2), 153-167. doi:10.1177/0022146510368930 75. Goodwin, C., Smith, K. L., & Spiggle, S.(1990). Gift giving: consumer motivation and the gift purchase process. Advances in Consumer Research, 17, 690-698. 76. Gouldner, A. (1960). The norm of reciprocity: a preliminary statement. American sociological review, 25(2), 161-178. 77. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. (7th ed.). Upper Saddle River, NJ：Prentice-Hall. 78. Hanson, G. P. (1975). Giving feedback: an interpersonal skill. Annual Handbook for Group Facilitators,147-154. 79. Hendrick, S. S. (1988). A generic measure of relationship satisfaction. Journal of Marriage and the Family, 50, 93-98. 80. Hochschild, A. R. (1983). The managed heart: commercialization of human feeling. Berkeley and Los Angeles: University of Califormia Press. 81. Houston, F. S., &Gasenheimer, J. B. (1987). Marketing and exchange. Journal of Marketing, 51, 3-18. 82. Huang, L. -C. (2005). Floral product behaviors and their influence on consumer floral purchase frequency. HortTechnology, 15(4), 766-771. 83. Huang, L. -C., & Yeh, T. -F. (2009). Floral consumption values for consumer groups with different purchase choices for flowers. HortTechnology, 19(3), 1-9. 84. Huang, M., & Yu, S. (2000). Duration models to analyze dating relationships: the controversial role of gift giving. Family and consumer sciences research journal, 28(4), 411-427. 85. Ipsos (2005). Insight floral trends consumer tracking study. Search on 01/02/2011, http://aboutflowers.com/about-the-flower-industry/consumer-trends.html. 86. Joy, A. (2001). Gift giving in Hong Kong and the continuum of social ties. Journal of Consumer Research, 28(2), 239-256. doi: 10.1086/322900 87. Kolyesnikova, N., Dodd, T., & Wilcox, J. (2009). Gender as a moderator of reciprocal consumer behavior. Journal of Consumer Marketing, 26(3), 200-213. 88. Komter, A. (1996). Reciprocity as a principle of exclusion: Gift giving in the Netherlands. Sociology, 30(2), 299. 89. Komter, A., & Vollebergh, W. (1997). Gift giving and the emotional significance of family and friends. Journal of Marriage and Family, 59(3), 747-757. 90. Komter, A. (2005). Social Solidarity and the Gift. New York: Cambridge University Press. 91. Komter, A. (2007). Gifts and social relations: the mechanisms of reciprocity. International Sociology, 22(1), 93-107. 92. Larsen, D., & Watson, J. J. (2001). A guide map to the terrain of gift value. Psychology and Marketing, 18(8), 889-906. 93. Levy, S. J. (1999). Symbols, selves, and others. Brands, consumers, symbols, & research: Sidney J. Levy on marketing, (pp. 247-250). Thousand Oaks, CA: Sage. 94. Lowes, B., Turner, J., & Wills, G. (1968). Patterns of gift giving and their marketing implications. European Journal of Marketing, 2(3), 217-229. 95. Lowrey, T. M., Otnes, C., & Robbins, K. (1996). “Values Influencing Christmas Gift Giving: An Interpretive Study,” in Gift-Giving: An Interdisciplinary Anthology, ed. Cele Otnes and Richard F. Beltramini, Bowling, OH: Bowling Green University Popular Press, 37–56. 96. Mauss (1954). The Gift. London: Cohen &West. 97. Miller, L. C., Berg, J. H., & Archer, R. L. (1983). Openers: individuals who elicit intimate self-disclosure. Journal of Personality and Social Psychology, 44(6), 1234-1244. 98. Molm, L., Takahashi, N., & Peterson, G. (2000). Risk and trust in social exchange: an experimental test of a classical proposition. American Journal of Sociology, 105(5), 1396-1427. 99. Morse, K. A., & Neuberg, S. L. (2004). How do holidays influence relationship processes and outcomes? Examining the instigating and catalytic effects of Valentine’s Day. Personal Relationships, 11, 509-527. 100. Moss, B. F., & Schwebel, A. I. (1993). Defining intimacy in romantic relationships. Family Relations, 42, 31-37. 101. Nagle, T. T., Hogan, J.E., & Zale, J. (2009). The strategy and tactics of pricing: A guide to growing more profitably. Upper Saddle River, NJ: Prentice-Hall. 102. Netemeyer, R. G., Andrews, J. C., & Durvasula, S. (1993). A comparison of three behavioral intention models: The case of Valentine’s day gift-giving. Advances in Consumer Research, 20(2), 135-141. 103. Otnes, C., Lowrey, T. M., & Kim, Y. C. (1993). Gift selection for easy and difficult recipients: a social roles interpretation. Journal of Consumer Research, 20, 229-244. 104. Oppenheim, P. P. (1996). Understanding the factors influencing consumer choice of cut flower: a means-end approach. Acta Hort. (ISHS) 429:415-422. 105. Palma, M. A., Chen, Y. -J., Hall, C., Bessler, D., & Leatham, D. (2010). Consumer Preferences for Potted Orchids in the Hawaiian Market. HortTechnology, 20(1), 239-244. 106. Peterson (1979). “Conflict” in Close Relationships, ed. Kelley, New York: W. H. Freeman. 107. Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855. 108. Poe (1977). The giving of gifts: anthropological data and sociological theory. Cornell Journal of Social Relations, 12, 47-63. 109. Polonsky, M. J., Donahay, B., Neal, C., Rugimbana,R., King, T., Bowd, T., & Porter, A. (2000) Motivations for Male Gift Giving on Valentines Day. Visionary Marketing for the 21st Century: Facing the Challenge, 1000-1004. 110. Qian, W., Razzaque, M. A., & Keng, K. A. (2007). Chinese cultural values and gift-giving behavior. Journal of Consumer Marketing, 24(4), 214-228. 111. Reiss, I. (1960). Toward a sociology of the heterosexual love relationship. Marriage and Family Living, 22(2), 139-145. 112. Rihn, A. L., Yue, C., Behe, B., & Hall, C. (2011). Generations X and Y attitudes toward fresh flowers as gifts: implications for the floral industry. HortScience, 46(5), 736-743. 113. Rook (1985). The Ritual Dimension of Consumer Behavior. Journal of Consumer Research, 12, 251-264. 114. Rugimbana, R., Donahay, B., Neal, C., & Polonsky, M. (2003). The role of social power relations in gift giving on Valentine's Day. Journal of Consumer Behaviour, 3(1), 63-73. 115. Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Social Psychology, 16(2), 172-186. 116. Rusbult, C. E. (1983). A Longitudinal Test of the Investment Model: The Development (and Deterioration) of Satisfaction and Commitment in Heterosexual Involvements. Journal of Personality and Social Psychology, 45(1), 101-117. 117. Rusbult, C. E., Martz, J. M., & Agnew, C. R. (1998). The Investment Model Scale: Measuring commitment level, satisfaction level, quality of alternatives, and investment size. Personal Relationships, 5, 357–391. 118. Ruth, A. J., Otnes, C. C., & Brunel, F. F. (1999). Gift receipt and the reformulation of interpersonal relationships. Journal of Consumer Research, 25, 385-402. 119. Rynning, M. (1989). Reciprocity in a gift-giving situation. Journal of Social Psychology, 129(6), 769-778. 120. Scammon, D. L., Shaw, R. T., & Bamossy, G. (1982). Is a gift always a gift? An investigation of flower purchasing behavior across situations. Advances in consumer research, 9, 531-536. 121. Schwartz, B. (1967). The social psychology of the gift. The American Journal of Sociology, 73(1), 1-11. 122. Sherry, J.F., Jr. (1983). Gift giving in anthropological perspective. The Journal of Consumer Research, 10(2), pp. 157-168. 123. Skageby, J. (2010). Gift-giving as a conceptual framework: framing social behavior in online networks. Journal of Information Technology, 25(2), 170-177. 124. Stackert, R. A., & Bursik, K. (2003). Why am I unsatisfied? Adult attachment style, gendered irrational relationship beliefs, and young adult romantic relationship satisfaction. Personality and Individual Differences, 34, 1419-1429. 125. Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93, 119-135. 126. Sternberg, R. J. (1997). Construct validation of a triangular love scale. European Journal of Social Psychology, 27, 313-335. 127. Van Lange, P. A. M., Rusbult, C. E., Drigotas, S. M., Arriaga, X. B., Witcher, B. S., & Cox, C. L.(1997). Willingness to sacrifice in close relationships. Journal of Personality and Social Psychology, 72(6), 1373-1395. 128. Whatley, M. A., Webster, J. M., Smith, R. H., & Rhodes, A. (1999).The effect of a favor on public and private compliance: how internationalized is the norm of reciprocity?. Basic and Applied Social Psychology, 21(3), pp.251-259. 129. Wolfinbarger, M. F. (1990). Motivations and symbolism in gift-giving behavior. Advances in Consumer Research, 17, 699-706. 130. Yeh, T. -F., & Huang, L. -C. (2009). An analysis of floral consumption values and their difference for genders and geographic regions. HortTechnology, 19(1), 101-10. 131. Yue, C., & Behe, B. K. (2010). Consumer color preferences for single-stem cut flowers on calendar holidays and noncalendar occasions. HortScience, 45(1), 78-82. 132. Yue, C., & Hall, C. (2010). Traditional or specialty cut flowers? Estimating U.S. consumers’ choice of cut flowers at noncalendar occasions. HortScience, 45(3), 382-386. 133. Ziegler, C. (2007). Self and signs: Flower consumers. Favored flowers: Culture and economy in a global system (pp.192-226). Durham, N.C.: Duke University Press. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26230 | - |
| dc.description.abstract | 花卉是台灣較具競爭力、高附加價值的農產品，近年台灣花卉產業變化，由過去內需市場擴張期，到目前專注於發展外銷市場階段，雖然台灣花卉產業重心轉移至拓展國際市場，但不容忽視國內花卉市場的經營。各式恭賀祝福、表達情意的場合與時機，花卉一直以來在台灣民眾日常生活中，作為不可或缺的人際間互動媒介。而花卉禮品在情人節是主要的禮物選項，因此，從各式花卉贈禮時機，選取情人節情境，探究情侶之間愛情關係對花卉禮品購買的影響因素。
本研究參考Sherry(1983)的贈禮行為互動模式與Larsen & Watson(2001)的禮物價值概念圖，將花卉與贈禮行為相關理論與概念相結合，旨在探討愛情關係狀態是否影響其對花卉禮品的選擇，以及贈禮者選擇花卉禮品是否影響贈禮效果，以探討情人節花卉禮品的購買行為。本研究調查共計384份樣本，使用多項式邏輯斯迴歸分析、多變量變異數分析（MANOVA）進行研究假設驗證與結果分析。研究結果顯示，愛情關係處於人格親密需求的滿足階段、親密性要素中激情程度愈高時，比較可能選購花卉類禮品；當關係滿意度愈低時，比較可能選購花卉禮品；相較於贈送非花卉類禮品者，贈送花卉禮品的贈禮者感知的品質提升程度和滿意度提升程度等贈禮效果較佳。 | zh_TW |
| dc.description.abstract | Flower is a kind of much more competitive and high value-added agriculture products in Taiwan's agriculture industry. The change of flower industry in Taiwan recent year has been from the phase of domestic market expansion to the present stage of focusing on the development of export market. Although the focus of flower industry in Taiwan shifted to expand international market, the domestic flower market cannot be ignored. All kinds of occasions of blessings and affection-expressions, flowers have been always a medium of interpersonal interaction in Taiwan residents’ daily lives. Due to the floral gift is a major gift option on Valentine’s Day, choose the occasion of Valentine’s Day from all kinds of flower-giving occasions to probe the effects of romantic relationship on floral gift purchasing behavior.
This study referred to Sherry’s (1983) model of the process of gift-giving behavior and Larsen & Watson’s (2001) conceptual diagram of gift value; and furthermore, combined flowers with the theory of gift-giving behavior to explore the effect of the state of romantic relationship on floral gift and whether the selection of floral gifts from gift-donors affects gift-giving effects. This study surveyed 384 samples and utilized multinomial logistic regression and MANOVA to analyze the study results and examined the research hypotheses. The study results show that consumers are more likely to choose flowers as Valentine's Day gifts as their romantic relationships are at the “personality need fulfillment” stage. Meanwhile, as the romantic relationship is at “passion” level, instead of intimacy or commitment levels, consumers are also more likely to choose flowers as Valentine’s Day gifts. Gift-donors who are at lower level of satisfaction with his/her gift-recipients are more likely to choose flowers as the Valentine’s Day gifts. On the degree to quality improvement and the degree to satisfaction improvement, gift-donors giving floral gifts are both better than those giving non-floral gifts. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T07:03:32Z (GMT). No. of bitstreams: 1 ntu-100-R98630012-1.pdf: 987705 bytes, checksum: 1ad6b734fd50c5d9af1b87ffb0819e9a (MD5) Previous issue date: 2011 | en |
| dc.description.tableofcontents | 目 錄
口試委員會審定書 I 謝誌 III 中文摘要 V 英文摘要 VII 圖目錄 XI 表目錄 XII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第二章 文獻探討 5 第一節 花卉產業概述 5 第二節 贈禮行為定義與相關研究 16 第三節 愛情關係 27 第四節 贈禮效果 34 第三章 研究方法 43 第一節 研究變項定義與衡量 43 第二節 研究架構 45 第三節 研究假設 46 第四節 問卷設計 47 第五節 抽樣設計 56 第六節 資料分析方法 58 第四章 資料分析與結果 61 第一節 樣本結構分析 61 第二節 信度與效度分析 69 第三節 愛情關係狀態對花卉禮的選擇之影響分析 71 第四節 情人節禮物種類對贈禮效果之影響分析 77 第五章 結論與建議 81 第一節 研究結果與討論 81 第二節 管理意涵 85 第三節 研究限制與建議 88 參考文獻 91 附錄 105 | |
| dc.language.iso | zh-TW | |
| dc.subject | 花卉禮品 | zh_TW |
| dc.subject | 贈禮行為 | zh_TW |
| dc.subject | 愛情關係 | zh_TW |
| dc.subject | romantic relationship | en |
| dc.subject | floral gifts | en |
| dc.subject | gift-giving behavior | en |
| dc.title | 愛情關係對情人節花卉禮品購買行為之影響 | zh_TW |
| dc.title | The Effects of Romantic Relationship on Floral Gift Purchasing Behavior on Valentine's Day | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 邱玉蟬,黃文星 | |
| dc.subject.keyword | 花卉禮品,贈禮行為,愛情關係, | zh_TW |
| dc.subject.keyword | floral gifts,gift-giving behavior,romantic relationship, | en |
| dc.relation.page | 112 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2011-08-15 | |
| dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
| dc.contributor.author-dept | 生物產業傳播暨發展學研究所 | zh_TW |
| 顯示於系所單位： | 生物產業傳播暨發展學系 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-100-1.pdf 未授權公開取用 | 964.56 kB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。