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ISHS Acta Horticulturae 1132: XVIII International Symposium on Horticultural Economics and Management

Perceived advantages and barriers of buying cut flowers online

Authors:   C. Schettler, M. Rombach, V. Bitsch
Keywords:   focus group discussion, sensory perception, service, shopping satisfaction, qualitative content analysis, cut flower consumption, online flower shops
DOI:   10.17660/ActaHortic.2016.1132.2
Abstract:
The study explores perceived advantages and barriers of buying cut flowers online by German customers. In August 2014, four focus group discussions were conducted; two each in southern and in western Germany, including both rural and urban regions. The discussions were audio-recorded, transcribed verbatim and analyzed using qualitative content analysis. Results show that regular buyers report positive experiences with online flower shops. They are satisfied with flower quality, and perceive the online shops as easy to use. Despite these positive experiences, online flower shops are only considered for gifts, in particular, if there is no opportunity to meet the recipient in person.

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