Key Factors and Personal Influences on Consumer Consideration in Online Potted Plant Purchases

IF 1.5 3区农林科学 Q2 HORTICULTURE Hortscience Pub Date : 2024-07-01 DOI:10.21273/hortsci17788-24

Pei-Cheng Tung, Hung-Ming Tu

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Abstract

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.

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消费者在网上购买盆栽时考虑的关键因素和个人影响因素

COVID-19 大流行增加了网购，包括盆栽植物的网购；然而，对实体店以外的植物购买行为的研究却很有限。本研究探讨了影响网购植物的关键因素。初步确定了 47 个与网购植物有关的因素。个人因素包括性别、年龄、教育程度、月收入、园艺教育、网购频率和居住环境。采用年龄配额抽样，共收集到 400 份有效问卷。确定了 6 个共同因素和 21 个项目：消费者保证、植物护理和安全、幸福感、服务质量、定价和促销以及规模和习惯。幸福感对网上购买植物的影响最大。服务质量、数据安全、售后服务和定价策略也很重要，而植物养护和安全则是次要因素。与男性相比，女性更重视幸福感和植物养护。自然度和建筑密度等环境因素也会影响购买决策。这项研究强调，有必要制定以服务质量和情感利益为重点的定制营销战略，以满足不同消费者的需求和偏好。

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来源期刊

Hortscience 农林科学-园艺

CiteScore

3.00

自引率

10.50%

发文量

224

审稿时长

3 months

期刊介绍： HortScience publishes horticultural information of interest to a broad array of horticulturists. Its goals are to apprise horticultural scientists and others interested in horticulture of scientific and industry developments and of significant research, education, or extension findings or methods.