隨著國人生活水準逐漸獲得改善,對於美的需求也日益提高,花卉即是生活中跟「美」最為相關且隨手可得的物品之一，雖然花卉的生命週期非常短，很容易被取代，且不易整年供貨，也很困難產品規格化，產品不耐儲存和運送，但目前台灣花卉主要以出口至海外為主，對於台灣本土花卉消費的研究十分稀少，為此本研究以台灣中華民國國民為研究對象，並納入國人對參與花卉營銷的程度、使用花卉佈置居家環境程度以及影響參加花藝課程意願之因素當作國人購買花卉意願之因素，探討主要影響國人購買花卉意願之重要因素。

As the living standard in Taiwan gradually improves, the desire for beauty is also increasing. Flower is one of the most relevant and readily available beauty item in Taiwan. The life cycle of flowers is very short, easily substituted by something else and not easy to fully get supplied for the whole year. It is also difficult to be standardized. Product is also very hard for storage and shipping. In Taiwan, flowers are mainly exported to overseas and the research on Taiwan’s native flower consumption is rare. The purpose of this research is to study conduct flower consumption of Taiwan’s Republic of China nationals. The topics of study cover the degree of participation of the people in flower marketing, the degree of use of floral arrangements in the home environment and factors that influence the willingness to participate in floral courses. In addition, the research studies a factor in the willingness of the people to buy flowers and important factors that mainly affect Chinese people’s willingness to purchase flowers.

李皇照(2004) 台灣花卉園藝市場之拓展，台灣花卉園藝，200: 120-132。
陳鵬宇(2009) 綠活的想像與實踐：台北地區的園藝消費與居家自然(未出版之碩士論文)。國立臺灣大學，台北市。
吳明珠(2000) 迷你觀葉植物和盆花室內觀賞品質與消費行為調查(未出版之碩士論文)。國立臺灣大學，台北市。
楊葆茜(1995) 台北市與台中市家計單位花卉消費行為之分析(未出版之碩士論文)。國立中興大學，台中市。
潘德芳(2000) 國產主要花卉之市場區隔，台灣地區重要農產品產銷研討會專集，297～311。
廖思婷(2003) 觀葉植物消費行為之研究(未出版之碩士論文)。國立臺灣大學，台北市。
潘明全、蔡建雄、許恆明(1999)。台北市與東京都切花消費之研究。農產運銷，119，39-48。
陳芳倩(1994) 展覽藝術休閒之研究(未出版之碩士論文)，東海大學，台中市。
陳怡臻(1998) 觀全球花卉市場中的台灣花卉產業。生技／醫藥產業分析，87，1-9。
林嬰倫(2006) 花卉商品自用型消費與贈禮型消費之購買決策模型比較(未出版之碩士論文)。大葉大學，彰化縣。
王內建(2009) 消費者花卉購買行為之研究(未出版之碩士論文)。大葉大學，彰化縣。
黃莉涓(2014) 手作布雜貨與居家布置之研究-以餐桌布置為例(未出版之碩士論文)。中原大學，桃園市。
潘忠煜、楊士鴻(2013)，感質心體驗，品質月刊，34-36。
畢恆達(2001) 空間就是權力，台北：心靈工坊。
黃俊傑(2011) 服務設計、展覽體驗、體驗價值、顧客滿意度與推薦意願之關聯研究-以2010年台北國際花卉博覽會為例(未出版之碩士論文)。國立政治大學，台北市。
王雯玲(2010) 審美生活之室內空間觀-以藝文人士之居家佈置為例(未出版之碩士論文)。東海大學，台中市。
吳明隆(2007) SPSS 統計應用學習實務--問卷分析與應用統計。台北：知城。
行政院農業委員會(2016) 農業統計年報，農業生產／作物生產／花卉類。取自http://agrstat.coa.gov.tw/sdweb/public/book/Book.aspx
蔡旭輝(2018)。影響青少年購買意願的相關因素探討－以五月天演唱會為例 (未出版之碩士論文)。國立臺灣師範大學，台北市。
Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(May), 214-228
Bhatti, M. and Church, A. (2001) Cultivating natures: Homes and gardens in late modernity, Sociology, 35(2): 37–51.
Dodds, W. B., K. B. Monroe, and D. Grewal. “The Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations.” Journal of Marketing Research, 1991, Vol. 28, No.3, pp. 307-319.
Hoyer, W. D. and S. P. Brown(1990), “Effects of brand awareness on choice for a common, repeatpurchase product.” Journal of Consumer Research, 17, No.2, pp. 141-8.
Hsu, T.H, Y. S. Wang, and S.C.Wen(2006), “Using the decomposed theory of planned behavior to analyze consumer behavioral intentio2n towards mobile text message coupons.” Journal of Targeting, 14, No. 4, pp. 309-26.
Hoyles, M. (1991) The Story of Gardening. London: Pluto Journeyman.
Hitchings, R. (2003) People, plants and performance: on actor network theory and the material pleasures of the private garden, Social and Cultural Geography, 4: 99–112.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kotler, P.(2000), Marketing Management: Analysis, Planning, Implementation and Control, 10th Edition, .NJ: Prentice Hall.
Liebermann, Y. and A. Flint-Goor. “Message Strategy by Product-Class Type: A Matching Model,” International Journal of Marketing Research, 1996, Vol. 13, pp. 237-249.
Morwitz, V. G., Johnson, E. J., & Schmittlein, D. C. (1993). Does measuring intent change behavior. Journal of Consumer Research, 20(1), 46-61.
Power, E. R. (2005) Human-Nature Relations in Suburban Gardens, Australian Geographer, 36 (2): 39-53.
Raghubir, P. and C. Kim(1999), “When Do Price Promotion Affect Pretrial Brand Evaluations?” Journal of Consumer Research, 36, No.2, pp.211-22.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research Advertising, 26(2), 53-66.
Schiffman, L. G. and L. L. Kanuk. Consumer Behavior, 2000, 7th ed., Prentice Hall, Inc.
Zeithaml, V. A. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesize of Evidence,” Journal of Marketing, 1988, Vol. 52, pp. 2-22.