Appearance of World Wide Web followed by fast distribution of smart phone increases the population of using SNS (Social Network Service). Contraction of domestic flower consumption demands countermeasures including SNS marketing. In order to stimulate domestic flower consumption, this study investig...
Appearance of World Wide Web followed by fast distribution of smart phone increases the population of using SNS (Social Network Service). Contraction of domestic flower consumption demands countermeasures including SNS marketing. In order to stimulate domestic flower consumption, this study investigated the influence of flower shop’s SNS characteristics on consumer’s awareness, attitudes, and purchasing intention for floral design products.
In this research, the SNS characteristics were categorized into four; information provision, interaction, access convenience, and reliability by viewpoint of user. The questionnaire was based on the nine hypotheses about the influence of SNS characteristics on consumers’ attitude and purchasing intention to floral design products. The survey conducted with 380 people for the study purposes, and valid responses from 362 people were selected and analyzed. To investigate the four SNS characteristics of domestic flower shops, attitude, and purchasing intention of the consumers toward flower products, 5-scale Likert scale was used. As a result, the mean values for the responses were 3.70, 3,52, 3,90, and 3.58 for information provision, interaction, access convenience, and reliability, respectively, indicating that every characteristic of SNS was considered positively by consumers. The mean value of attitude of consumers toward flower product was 3.90, implying SNS marketing provided positive attitude for the floral design products. The purchasing intention also received positive responses (3.66) through SNS flower marketing.
In correlation analysis among four categories of SNS characteristics, attitude, and purchasing intention to floral design products, all four categories of the SNS characteristics and attitude for flower design product had significantly positive correlation. Reliability had the highest correlation with consumers’ attitude (0.642) followed by access convenience (0.637). Reliability also had the highest correlation with purchasing intention (0.563) among the four categories followed by access convenience (0.458). The attitude toward floral design products presented close correlation with purchasing intention (0.637), indicating that consumers’ attitude has strong positive influence on purchasing intention.
Given these results, consumers considered that flower shops’ SNS was frequently renewed, information from SNS was reliable, and SNS also has information on the other consumers’ reactions. Images and atmosphere of the SNS postings from flower shops were also considered positively. It is concluded that information provision and access convenience in the four categories of SNS characteristics have much impact on attitude and purchasing intention to floral design products. Overall, reliability of SNS postings and convenient access to information were found to be the most important subjects to be enhanced.
Appearance of World Wide Web followed by fast distribution of smart phone increases the population of using SNS (Social Network Service). Contraction of domestic flower consumption demands countermeasures including SNS marketing. In order to stimulate domestic flower consumption, this study investigated the influence of flower shop’s SNS characteristics on consumer’s awareness, attitudes, and purchasing intention for floral design products.
In this research, the SNS characteristics were categorized into four; information provision, interaction, access convenience, and reliability by viewpoint of user. The questionnaire was based on the nine hypotheses about the influence of SNS characteristics on consumers’ attitude and purchasing intention to floral design products. The survey conducted with 380 people for the study purposes, and valid responses from 362 people were selected and analyzed. To investigate the four SNS characteristics of domestic flower shops, attitude, and purchasing intention of the consumers toward flower products, 5-scale Likert scale was used. As a result, the mean values for the responses were 3.70, 3,52, 3,90, and 3.58 for information provision, interaction, access convenience, and reliability, respectively, indicating that every characteristic of SNS was considered positively by consumers. The mean value of attitude of consumers toward flower product was 3.90, implying SNS marketing provided positive attitude for the floral design products. The purchasing intention also received positive responses (3.66) through SNS flower marketing.
In correlation analysis among four categories of SNS characteristics, attitude, and purchasing intention to floral design products, all four categories of the SNS characteristics and attitude for flower design product had significantly positive correlation. Reliability had the highest correlation with consumers’ attitude (0.642) followed by access convenience (0.637). Reliability also had the highest correlation with purchasing intention (0.563) among the four categories followed by access convenience (0.458). The attitude toward floral design products presented close correlation with purchasing intention (0.637), indicating that consumers’ attitude has strong positive influence on purchasing intention.
Given these results, consumers considered that flower shops’ SNS was frequently renewed, information from SNS was reliable, and SNS also has information on the other consumers’ reactions. Images and atmosphere of the SNS postings from flower shops were also considered positively. It is concluded that information provision and access convenience in the four categories of SNS characteristics have much impact on attitude and purchasing intention to floral design products. Overall, reliability of SNS postings and convenient access to information were found to be the most important subjects to be enhanced.
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