인터넷 화훼상품의 소비자 인식과 구매 경향
Consumer's recognition and purchasing tendency of internet floral products
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This research was conducted to obtain basic data for the expansion of consumption and enhancement of consumer satisfaction level regarding online flower sales after understanding the problems based on a survey and analysis over purchasers of online floral products on the consumer awareness, status, and satisfaction level under the condition in which consumer lives are changing pursuant to the rapid expansion of the internet and over non-purchasers on the awareness and purchase desire of online floral products. Approximately 250 men and women in their 20s to 40s living in the Seoul and Gyeonggi metropolitan area were randomly selected for the survey, and the online floral product use status, purchase considerations, importance level in purchase decisions, purchase satisfaction levels, willingness to re-purchase, and purchase desire of non-purchasers of online floral products were examined. As a result of the analysis, the purchases of floral products through the internet among all respondents appeared to be 34.8%. Among such ratio, the highest purchase group appeared to be women with 36.9%, 30s with 56.7%, white collar employees with 44.1%, married people with 57.1%, graduate school students or graduates with 48.1%, and people with average monthly wage of KRW 3~4 million with 47.3%, and no purchase difference appeared based on residential area. Regarding the inquiry on the type of floral products purchased, flower baskets showed the highest response rate with 81.6%, wedding proposal events (anniversary events) appeared to be 20.7%, orchids appeared to be 19.5%, flower bouquets appeared to be 17.2%, and foliage plants appeared to be 14.9%. The highest response for frequency of purchasing flower products appeared to be 71.3% for once or twice a year, the average amount spent for a purchase appeared to be 44.8% for KRW 60,000~100,000, and the yearly average purchase amount appeared to be 35.6% for KRW 110,000~200,000. Regarding the question on the market for purchasing floral products through the internet, flower delivery specializing shopping malls had the highest response of 69.0%, and the purchase objective appeared in the order of birthday and various anniversaries, wreaths for events, business relationship, childbirths and hospital visits, and interior decorations and business openings, showing that most of the flower consumption were for particular anniversaries or for events during the year. The satisfaction level for online floral products purchase appeared to be high and the satisfaction level appeared to be higher in the Gyeonggi-do and other areas compared to Seoul. The highest response in the importance level in purchase decisions appeared to be time and delivery to destination, and women appeared to have higher overall awareness on low price, product diversity, sufficiency of product information, and customer service when purchasing products compared to men. Regarding the response by non-purchasers for the reason of not purchasing floral products through the internet, the response appeared in the order of 'not able to see the actual product,' 'reduced credibility,' 'not able to hear opinion of specialist,' 'difficult to find the desired product design,' 'inconvenience in use procedure,' and 'difficult to find product in the desired price level.' The anxiety factor when purchasing floral products online appeared in the order of 'concern for freshness of product,' 'shortfall in expectancy on product,' 'insufficient product information,' and 'lack of necessity of flower products,' showing that reliability and information on online floral products need to be procured regarding consumers. As a result of this research, in order to increase the re-purchase satisfaction level of online flower consumers and positive purchase awareness of non-purchasers, providing service to consumers by constructing methods to obtain customer trust, create new designs to expand the range of selection for consumers, and develop various products in various price levels to satisfy the changing demand patterns will be helpful in expanding the sales of online floral products.