觀葉植物消費行為之研究

Study on Purchase Behavior of Foliage Plants

本研究以聯合分析模式預測消費者對觀葉植物的偏好，並比較影響消費者選擇行為之屬性間的相對重要程度，另一個目的為比較利用文字敘述與圖片表示替選方案的差異。本研究選取四項屬性，共組成9個替選方案，分別利用文字敘述及圖片表示，製成兩種問卷，提供給受測者依其偏好加以排序。研究結果顯示，文字敘述與圖片表示之分析結果具高度相關而無顯著差異，兩模式分析所得之屬性相對重要程度亦相似。四項屬性中，栽培難易度最為重要，其次依序為觀賞期限、價格及組合外觀型態。 This study developed conjoint models to examine consumers' preferences for foliage plants and to compare relative importance of foliage plants attributes that may influence consumers' choice behavior. The other purpose of this study was to compare verbal versus pictorial stimuli in conjoint analysis. There were two kinds of questionnaires: verbal stimuli and pictorial stimuli. The respondents were asked to make trade-offs between four attributes, and gave preference ranking to nine alternatives. The conjoint model was used to estimate for the preference ranking data. Results showed that the relative importance of attributes was similar in both models. The degree of cultivation difficulty was the most important attribute, followed by performance duration, price and appearance.