吊籃植物消費行為之研究

Abstract

本研究之目的是探討吊籃植物品質屬性與消費者選擇的關係，研究地點選擇台北市建國假日花市。吊籃植物種類眾多，研究中選擇常見且整年都容易買的黃金葛、常春藤、百萬心及玉唇花四種作為研究對象，利用資料蒐集及實際觀察測量的方式，四種植物間選出不同的影響屬性，屬性包括「價格」、「光線需求量」、「植物顏色」及「植物質感」。而個別種類的測量品質指標主要包括枝條長度、枝條數目及顏色，再依照每種植物特性不同而選擇或細分不同品質指標，利用觀察記錄消費者的實際購買結果，進而建立消費者選擇模式。利用羅吉特模式來建立消費者選擇模式結果，研究結果顯示，在四種植物選擇模式中，「植物質感」及「植物顏色」對於消費者在選擇吊籃種類時具有較大的影響。而個別植物種類中，除了黃金葛只有枝條長度有影響之外，其他三種枝條長度及枝條數目皆會影響消費者選擇；而其中常春藤的顏色亦會影響消費者的選擇。因此，建議吊籃植物可從以上這些方向發展，以符合一般消費者的偏好，增加消費者購買意願。

The goal of this research is to investigate the relation of the quality of hanging basket plants to consumers' choices. And, the field of this study is located onto Chien Kuo Holiday Flower Market in Taipei. There are various of species of hanging basket plants, from which I've chosen four common ones as the objects of study：Epipremnum aureus, Hedera helix, Dischidia ruscifolia and Codonanthe crassifolia. By means of data-collection and field-observation of these four plants, I locate four determinants：price, light requirement, color of species, and textures of plants. And, the quality indicator of every species consists of length and number of branches, and color. According to different properties of each species, the measurement subdivides into a series of the quality index. At the same time, I observe and keep record of the actual choices of consumers in order to formulate a pattern of consumers' choice. With logit model, the pattern of consumers' choice turns out as follows：Of the four determinants, textures and color of species have greater effect on consumers' choices of hanging basket plants. And, when it comes to every single plant, except for the case of Epipremnum aureus which is determined only by the length of branches, the other three cases are affected by both the length of branches and the number of branches. And, among the three, the color of Hedera helix also has influence on consumers' choices. Therefore , in order to meet the preference of the general consumers, I suggest that the attention might be directed along with the factors mentioned above.