沈永正Shen, Yung-Cheng廖美玲Liao, Mei-Lin2019-09-032018-06-242019-09-032018http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0105590199%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94991隨著國人生活水準逐漸獲得改善,對於美的需求也日益提高,花卉即是生活中跟「美」最為相關且隨手可得的物品之一，雖然花卉的生命週期非常短，很容易被取代，且不易整年供貨，也很困難產品規格化，產品不耐儲存和運送，但目前台灣花卉主要以出口至海外為主，對於台灣本土花卉消費的研究十分稀少，為此本研究以台灣中華民國國民為研究對象，並納入國人對參與花卉營銷的程度、使用花卉佈置居家環境程度以及影響參加花藝課程意願之因素當作國人購買花卉意願之因素，探討主要影響國人購買花卉意願之重要因素。As the living standard in Taiwan gradually improves, the desire for beauty is also increasing. Flower is one of the most relevant and readily available beauty item in Taiwan. The life cycle of flowers is very short, easily substituted by something else and not easy to fully get supplied for the whole year. It is also difficult to be standardized. Product is also very hard for storage and shipping. In Taiwan, flowers are mainly exported to overseas and the research on Taiwan’s native flower consumption is rare. The purpose of this research is to study conduct flower consumption of Taiwan’s Republic of China nationals. The topics of study cover the degree of participation of the people in flower marketing, the degree of use of floral arrangements in the home environment and factors that influence the willingness to participate in floral courses. In addition, the research studies a factor in the willingness of the people to buy flowers and important factors that mainly affect Chinese people’s willingness to purchase flowers.花卉購買意願頻率居家佈置花藝展設計裝潢flowerpurchasefrequencyhome environmentflower showdesign decoratio