吊籃植物消費行為之研究

Study on Purchase Behavior of Hanging Basket Plants

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（Epipremnum aureus）、常春藤（Hedera helix）、百萬心（Dischidia ruscifolia）及玉唇花（Codonanthe crassifolia）四種作為研究對象，利用實際測量及觀察的方式，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，四種植物中，除了黃金葛（Epipremnum aureus）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（Hedera helix）的顏色亦會影響消費者的選擇。因此，建議吊籃植物可從此三品質指標著手，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. The method of this study involves mainly field-work, that is, close-up observation and practical measurement. The quality index consists of the length, sum, and color of branches. 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 species, the case of Epipremnum aureus is determined only by the length of branches, yet 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, the conclusion of this study offers the advice that, the marketing of hanging basket plants had better focuses on these three aspects to meet the preference of the general consumers.