| Abstract: | Under the trend of M-shape society, the right wing of M-shape wealthy individuals starts to focus on the quality of arts and its value in improving their inner spirit. This includes the value of bonsai. The purpose of this research is to explore the incentives of purchasers of moderate/high price bonsais. When they are undergoing the purchasing behavior, the factors such as the pretentious value, the degree of involvement, and the flow experience play a critical role in boosting their purchase incentives. Further, the researcher analyzed the data to conclude the key factors in boosting purchasers? incentives. Finally, the conclusion will serve references for the industry in their administration and marketing strategies. There were 150 valid samples. The data were collected by questionnaire and survey. The research data were collected through the inventory. The content of inventory mainly focused on the ?pretentious value, the degree of involvement, and the flow experience?. The inventory, therefore, is divided into three phases. The data were analyzed by SPSS Window 12.0 Chinese version. The research method used including descriptive analysis, one-way ANOVA, other relating research methods and regression analysis.
The conclusions were drawn and results are stated as follows:
1.In pretentious value phase, the uniqueness is the key factor in determining whether to undergo the purchases or not.
2.In the degree of involvement phase, the purchasers? awareness of importance, such as individual preferences is the key factor in determining their purchase behavior.
3.In the flow experience phase, consumer?s initiative is the key factor in determining whether the purchasing behavior will be undergone or not.
4.There is a positive correlation among pretentious value of the product, the degree of involvement and the flow experience.
5.In purchasing the size of the bonsais, the large-sized bonsais are the most popular bonsais among the bonsai buyers.
6.In the curve-shape trunk are the most popular moderate/high price bonsais.
7.In the classification of the bonsai, the green-type bonsais are liked by the most number of consumers.
8.In after purchasing management, the most number of purchasers indicates that after-sales service is the most popular service for the buyers. |
