Who Decides to Give a Gift of Fresh Flowers? The Effects of Givers and Receivers on the Likelihood of Buying Fresh Flowers for Gifts

摘要

As gifts are an important market sector for selling fresh flowers, this study investigated the effects of the characteristics associated with the dyads of givers and receivers on the probability of buying fresh flowers as gifts. Based on the theory of gift giving, several factors were hypothesized to influence the probability of buying fresh flowers as gifts, including givers' financial capability and the perceived gift values of flowers, as well as knowledge of receiver's needs, preferences, and difficulty to please. A self-administered questionnaire survey was conducted to test the hypotheses. Results of the statistical analysis based on 394 valid questionnaires revealed that the perceived gift values of flowers, i.e., the economic value, functional value, social value, and expressive value, were the most important factors for the consumer decision of whether to buy fresh flowers as gifts. However, different gift values were emphasized for fresh flowers across different relational ties. For example, economic value was the key value when the receivers were parents, whereas social value and expressive value were emphasized when the receivers were romantic partners. Different from many previous studies, this study revealed that financial capability did not influence the likelihood of givers deciding to purchase fresh flowers for gifts. The study results implied that when promoting fresh flowers for gift use, the gift values of fresh flowers need to be emphasized to consumers.