指導教授：雷立芬臺灣大學：農業經濟學研究所江莉琪Chiang, Li-ChiLi-ChiChiang2014-11-292018-06-292014-11-292018-06-292014http://ntur.lib.ntu.edu.tw//handle/246246/263573景觀植物模組化是一種把原本種植在地面的植物，轉換成種植在垂直式牆面的技術，其主要是由複數個植栽槽及給水系統所構成，將複數個植栽槽排列佈滿整個牆面，並在每一個植栽槽中填充土壤或是固持植物之介質，再透過給水系統給水灌溉每個植栽槽內種植的植物。目前綠牆已廣泛的應用至室內外各式牆面環境中，例如：商場、展覽會場、住宅建築物或甚至工地圍籬等，其同時兼具節能減碳、淨化空氣、美化環境之三大功能。 由於景觀植物模組化的應用已逐漸受到重視，但是景觀植物產品生命週期短，在一定時日後，無法滿足消費者求新求變的需求，而轉移購買其他品類或減少購買頻率。因此為了要穩固現有市場消費者，除了不斷的進行品種改良和研發新品項，激發商品需求動機。為了擴市場規模和商品通路，更需要了解消費族群之特性，進而針對具消費潛力，設計行銷方案。針對目前有採購花卉甚至了解景觀植物模組的消費者進行完整的消費行為調查有其必要性。 根據本研究調查結果發現，消費者對於購買採購景觀植物種類的考量因素前三名分別為優化生活品味、健康居家環境、送禮。不同消費者背景對於購買景觀植物模組有不同的關聯性，而實體店家也會根據消費者屬性提供不同的行銷策略，以滿足不同需求的客戶，因此業者應更深入分析消費者對於景觀植物模組的需求，並提供景觀植物模組化之建議服務，透過滿足消費者對於景觀植物在知識上的不足，才能順利銷售產品，以獲得經濟效益。The modularization of landscape plants is a technique transferring ground plants to vertical wall space plants. This method is constructed by multiple plant boxes and water-supply systems; the principles of vertical wall space plants is to fill soils and mediums in the blanks of plant boxes which are overspread the entire wall space, and irrigation is worked through the water-supply systems then. Green wall now is broadly applied to interior and exterior environments, such as market places, exhibitions, residence houses, and even fences around construction sites; it simultaneously contain three major functions of energy conservation and emission reduction, air purification, and environmental prettification. In virtue of the modularization of landscape plants is gradually emphasized, the short life span of landscape plants thus is concerned by the suppliers, who worry about the frequency of purchasing landscape plants when consumers’ demands cannot be satisfied. Therefore, to consolidate the existed consumers, the improvement of type and the development of new items are extremely significant; furthermore, to expand the scale of market and the channels of merchandise, suppliers need to excite the motivations of products demands and realize the characteristics of potentiality of consuming, and necessarily investigating a completed investigation of consumer behaviors at last. In terms of the research findings, the three main considerations of purchasing landscape plants are living tastes optimization, lining environment healthiness, and presents giving respectively. Different backgrounds of consumers possess different connection with distinct modularization of landscape plants, and substantial stores also possess different marketing strategies to suffice for different clients. The suppliers hence need to deeply analyze the demands of consumers, and offering customized services and recommendations of landscape plants to possible consumers via fulfilling their inadequate knowledge of landscape plants.目錄 口試委員會審定書……...…………………………………………………………….I 謝辭…………………………………………………………………………………...II 摘要……………………………………………….……………………………...….III Abstract………………………………………………………………….…………..IV 目錄………………………………………………………………………………….VI 表目錄………………………………………………………….…………………VII 圖目錄…………………………………………..………….……………………...IX 第一章 緒論……………………………….……………………………………...1 第一節研究動機…....………………………………….………………………1 第二節研究目的……...………………………………………..………………5 第二章景觀植物模組化與消費者行為文獻整理…………………………………8 第一節 景觀植物模組化文獻整理……..……………………………………8 第二節 消費者行為文獻整理………………………………………………..9 第三章研究假設與問卷設計………………………………………………………16 第一節問卷設計架構…………………………………………………………16 第二節問卷內容與統計方法.………………………..….……………………17 第三節資料處理與方法…….………………………………………..….……21 第四章問卷結果整理與分析………………………………………………………23 第一節樣本描述與消費者採購行為……………………………..….…….…23 第二節採購景觀植物之動機與整理…………………………………………25 第三節密閉空間提昇相對濕度動機與人口統計相關分析….……..………33 第四節降低CO2提高工作效率動機與人口統計相關分析…………..…..…43 第五節減少冷氣耗損動機與人口統計相關分析.…………………………...54 第六節購買動機綜合整理…….………………..….…………………………65 第七節行銷策略偏好分析……………………………………………………71 第五章質性分析結果………………………………………………………………80 第六章結論…………………………………………………………………………84 參考文獻…………………………………………………………..…………………87 附錄一專利說明……………………………………………………………………90 附錄二「消費者購買景觀植物模組化應用於室內環境之影響因素」問卷調查…91 附錄三消費者背景變項之分佈……………………………………………………94 附錄四深入訪談結果整理…………………………………………………………952183898 bytesapplication/pdf論文使用權限：不同意授權景觀植物模組化消費者行為購買動機深入訪談[SDGs]SDG7[SDGs]SDG12thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/263573/1/ntu-103-P01627021-1.pdf