Abstract
The COVID-19 pandemic increased online shopping, including for potted plants; however, research on plant-purchasing behaviors outside of physical stores is limited. This study examined key factors that influence online plant purchases. Initially, 47 factors related to online plant purchases were identified. Personal factors encompassed gender, age, educational level, monthly income, gardening education, online purchase frequency, and living environment. Age quota sampling was used and 400 valid questionnaires were collected. Six common factors and 21 items were identified: consumer assurance, plant care and safety, well-being, service quality, pricing and promotions, and size and habits. Well-being was the most influential for online plant purchases. Service quality, data security, after-sales service, and pricing strategies were also important, with plant care and safety as secondary factors. Compared with men, women emphasized well-being and plant care more. Environmental factors such as naturalness and building density affected purchasing decisions. This study highlights the need for tailored marketing strategies focusing on service quality and emotional benefits to meet diverse consumer needs and preferences.
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