A Study on Online Purchase Behaviors and Value of Expectancy of Phalaenopsis Consumers
| Autor: | Cheng-Ho Yu, 余正和 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 The Phalaenopsis is one of the best agricultural products loved by a lot of people and sold abroad extensively. Use of the Internet on marketing Phalaenopsis has increased consumers’ purchasing choices and changed the trading environment. In the current study, analyses of consumers’ purchase behaviors become our research focus. Specifically, the research purposes are to explore consumers’ online purchase behaviors of Phalaenopsis and know what they value the most in a purchasing environment. Through knowing their expectation about online purchasing environment of Phalaenopsis consumers can offer the marketing-related information to agribusiness in terms of how to increase the rate of purchasing Phalaenopsis. The research is qualitative-research-oriented and employs structured interviews to collect data. Six interviewees who have experiences in purchasing Phalaenopsis using traditional approach in the real market and taking advantage of the Internet in the online market are investigated to know their behaviors of online purchasing. Based on the review of related literature, purchase behaviors involve three processes including ordering, payment authorization and delivery of purchase. The research results are further concluded as follows: First, using telephone to place an order and to inquire the related information is the main tool commonly adopted by the Phalaenopsis consumers. As for the concept underlying their most-used way of placing an order, “convenience” is what has been said the most, and the concept of “interaction” is for their problem solving. The analysis payment authorization reveals that ATM is the main way used more frequently, and the concept is related to “convenience.” The favorite way of payment is what they consider the most assured and secure. When choosing the why of delivering merchandise, they prefer the flowers to be delivered by person. The concerns taken into account are time efficiency and quality assurance. Second, the value of expectancy of Phalaenopsis consumers is “convenience” when it cones to placing an order and payment authorization, and “quality assurance” is the concept most considered in response to the delivery of merchandise. Third, when interviewees’ personal characteristics are concerned, those with similar attributes are also alike in terms of their online purchase behaviors and value of expectancy. The research findings show regardless of variance in personal characteristics of the interviewees, what has been valued the most is “convenience” when it comes to placing an order of merchandise and payment authorization. “Quality assurance” is what has been emphasized the most regarding the merchandise delivery. Finally, what the interviewees expect for further improvement in placing an order includes privacy protection, security, and fashionable way of purchasing, diverse way of purchasing for payment authorization, and convenience for the merchandise delivery. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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