生態農業：氣候變遷下森林碳匯與生態經濟評估【園藝學系/凃宏明副教授】
| 論文篇名 | 英文：Key Factors and Personal Influences on Consumer Consideration in Online Potted Plant Purchases 中文：影響消費者考慮線上購買盆栽植物的關鍵與個人影響因素 |
| 期刊名稱 | HortScience |
| 發表年份,卷數,起迄頁數 | 2024，59(7), 1027-1032 |
| 作者 | Tung, Pei-Cheng; Tu, Hung-Ming(凃宏明)* |
| DOI | 10.21273/HORTSCI17788-24 |
| 中文摘要 | COVID-19 疫情增加線上購物的頻率，包括盆栽植物的購買，然而有關非實體店面植物購買行為的研究相對有限。本研究探討了影響線上植物購買的關鍵因素。首先歸納線上植物購買相關的 47 項因素，個人因素涵蓋性別、年齡、教育水平、月收入、園藝教育、線上購買頻率和居住環境。本研究使用年齡配額抽樣法，並收集了 400 份有效問卷。研究結果確定了六個共同因素和 21 個項目，分別是：消費者信任、植物照護與安全、幸福感、服務品質、價格與促銷、植物大小與習性，其中幸福感是影響線上植物購買的最主要因素。服務品質、個資安全、售後服務和定價策略也同樣重要，而植物照護與安全則是次要因素。相較男性，女性更強調幸福感和植物照護，環境因素如自然環境與建築密度亦影響購買決策。本研究強調必須根據服務品質和情緒效益定制行銷策略，以滿足多樣化的消費者需求與偏好。 |
| 英文摘要 | The COVID-19 pandemic increased online shopping, including for potted plants; however, research on plant-purchasing behaviors outside of physical stores is limited. This study examined key factors that influence online plant purchases. Initially, 47 factors related to online plant purchases were identified. Personal factors encompassed gender, age, educational level, monthly income, gardening education, online purchase frequency, and living environment. Age quota sampling was used and 400 valid questionnaires were collected. Six common factors and 21 items were identified: consumer assurance, plant care and safety, well-being, service quality, pricing and promotions, and size and habits. Well-being was the most influential for online plant purchases. Service quality, data security, after-sales service, and pricing strategies were also important, with plant care and safety as secondary factors. Compared with men, women emphasized well-being and plant care more. Environmental factors such as naturalness and building density affected purchasing decisions. This study highlights the need for tailored marketing strategies focusing on service quality and emotional benefits to meet diverse consumer needs and preferences. |
| 發表成果與本中心研究主題相關性 | 植物一直是生態永續與碳匯議題上最常用來吸碳的工具，如何挑選植物的議題一直都是關鍵。儘管有些植物的碳匯能力高，但不一定深受消費者喜愛。過去研究針對實體購買植物探討居多，但COVID-19疫情迫使消費者轉為線上購買，幾乎少有人探討線上購買植物的各種考量。本研究發現確實線上購買植物有一部份都符合過去線上購買物品的考量，而購買植物上面具有區別且最重要的因素在於幸福感，買了要可以快樂和情緒好。同樣的結果可以英用到未來碳匯植物的考量，所選植物必須要能夠符合消費者情緒效益才會受到消費者喜愛。 |
