Date of Publication :8th September 2024

Abstract: This study investigates the level of involvement and influencing factors in consumer purchasing behavior in online flower shops. With the rise of online flower shops in the digital age and increasing market competition, it is crucial for businesses to understand consumer purchasing behavior and its influencing factors. The study uses a questionnaire survey method, targeting university students, flower product consumers, and flower industry practitioners, primarily in Taiwan, who have experience browsing or shopping on online flower websites. The results show that product involvement has the greatest impact on consumer involvement behavior, followed by advertising involvement, with purchasing involvement having the least impact. Consumers place higher demands on the perceived ease of use of websites and relatively lower demands on website appearance. The findings provide empirical evidence for online flower shop operators, helping them design and improve their websites to better meet consumer needs, enhance buying intention and satisfaction, and offer theoretical support for future research.

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