 |
| 篇名/題名： | Analysis of Consumer Behavior in Online Flower Shops: Study on Involvement and Influencing Factors |
| 摘要： | This study investigates the level of involvement and influencing factors in consumer purchasing behavior in online flower
shops. With the rise of online flower shops in the digital age and increasing market competition, it is crucial for businesses to understand
consumer purchasing behavior and its influencing factors. The study uses a questionnaire survey method, targeting university students,
flower product consumers, and flower industry practitioners, primarily in Taiwan, who have experience browsing or shopping on online
flower websites. The results show that product involvement has the greatest impact on consumer involvement behavior, followed by
advertising involvement, with purchasing involvement having the least impact. Consumers place higher demands on the perceived ease
of use of websites and relatively lower demands on website appearance. The findings provide empirical evidence for online flower shop
operators, helping them design and improve their websites to better meet consumer needs, enhance buying intention and satisfaction,
and offer theoretical support for future research. |
| 類型： | 期刊論文 |
| 西元出版年： | 2024 |
| 關鍵詞： | E-commerce
；
Online Flower Shops
；
Involvement Behavior
；
Technology Acceptance Model |
| 作者： | 曾國書、李昆瑋、王翊周
|
| 學校系所： | 餐飲系 |
| 卷期： | International Journal of Science, Engineering and Management (IJSEM)；vol. 11 卷；period 9 期 |
| 頁碼： | 44-52 |
|
