ISHS Acta Horticulturae 1368: XXXI International Horticultural Congress (IHC2022): International Symposium on Innovations in Ornamentals: from Breeding to Market
Factors influencing consumer delight and likelihood to purchase again |
| Authors: | B.K. Behe, P.T. Huddleston |
| Keywords: | plant purchasing, satisfaction |
| DOI: | 10.17660/ActaHortic.2023.1368.22 |
| Abstract:
Plants provide a multitude of benefits for the consumer although the consumer motivations for making a plant purchase are likely to vary. The literature suggests that delight with a purchase can lead to subsequent purchases and potentially to customer loyalty. Delight is an elevated emotional state that has an element of surprise and is distinct from customer satisfaction. The goal of the present study was to better understand how plant benefits influenced consumer delight with a purchase and their intention to buy that plant again. In 2020, 642 online responses were collected from a sample of US plant purchasers who were asked to focus on a specific plant, after which researchers collected plant benefit measures along with three measures of product delight and three measures of intention to repurchase. Demographic information was also collected. Delight and repeat purchase intention were highly correlated. Linear regression with delight as the dependent variable was significant with psychological, emotional, and aesthetic plant benefits positively affecting delight. Income was positively related to delight, but no other demographic characteristics. Linear regression with likelihood to buy again as the dependent variable showed that the model was significant with psychological, emotional, and aesthetic plant benefits, just as with delight. Age was positively related to delight but only age contributed to repeat purchases with older consumers more likely to buy the plant again. The similarities in the models highlight which dimensions retailers should emphasize in communications with existing customers. | |
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