影響購買景觀植物模組因素之分析

Abstract

景觀植物模組化是一種把原本種植在地面的植物，轉換成種植在垂直式牆面的技術，其主要是由複數個植栽槽及給水系統所構成，將複數個植栽槽排列佈滿整個牆面，並在每一個植栽槽中填充土壤或是固持植物之介質，再透過給水系統給水灌溉每個植栽槽內種植的植物。目前綠牆已廣泛的應用至室內外各式牆面環境中，例如：商場、展覽會場、住宅建築物或甚至工地圍籬等，其同時兼具節能減碳、淨化空氣、美化環境之三大功能。 由於景觀植物模組化的應用已逐漸受到重視，但是景觀植物產品生命週期短，在一定時日後，無法滿足消費者求新求變的需求，而轉移購買其他品類或減少購買頻率。因此為了要穩固現有市場消費者，除了不斷的進行品種改良和研發新品項，激發商品需求動機。為了擴市場規模和商品通路，更需要了解消費族群之特性，進而針對具消費潛力，設計行銷方案。針對目前有採購花卉甚至了解景觀植物模組的消費者進行完整的消費行為調查有其必要性。 根據本研究調查結果發現，消費者對於購買採購景觀植物種類的考量因素前三名分別為優化生活品味、健康居家環境、送禮。不同消費者背景對於購買景觀植物模組有不同的關聯性，而實體店家也會根據消費者屬性提供不同的行銷策略，以滿足不同需求的客戶，因此業者應更深入分析消費者對於景觀植物模組的需求，並提供景觀植物模組化之建議服務，透過滿足消費者對於景觀植物在知識上的不足，才能順利銷售產品，以獲得經濟效益。

The modularization of landscape plants is a technique transferring ground plants to vertical wall space plants. This method is constructed by multiple plant boxes and water-supply systems; the principles of vertical wall space plants is to fill soils and mediums in the blanks of plant boxes which are overspread the entire wall space, and irrigation is worked through the water-supply systems then. Green wall now is broadly applied to interior and exterior environments, such as market places, exhibitions, residence houses, and even fences around construction sites; it simultaneously contain three major functions of energy conservation and emission reduction, air purification, and environmental prettification. In virtue of the modularization of landscape plants is gradually emphasized, the short life span of landscape plants thus is concerned by the suppliers, who worry about the frequency of purchasing landscape plants when consumers’ demands cannot be satisfied. Therefore, to consolidate the existed consumers, the improvement of type and the development of new items are extremely significant; furthermore, to expand the scale of market and the channels of merchandise, suppliers need to excite the motivations of products demands and realize the characteristics of potentiality of consuming, and necessarily investigating a completed investigation of consumer behaviors at last. In terms of the research findings, the three main considerations of purchasing landscape plants are living tastes optimization, lining environment healthiness, and presents giving respectively. Different backgrounds of consumers possess different connection with distinct modularization of landscape plants, and substantial stores also possess different marketing strategies to suffice for different clients. The suppliers hence need to deeply analyze the demands of consumers, and offering customized services and recommendations of landscape plants to possible consumers via fulfilling their inadequate knowledge of landscape plants.