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ADDITIONAL INDEX WORDS. factor analysis, discriminant analysis, consumer value, floral, flowers SUMMARY. Studying the value of consumption is believed to have diagnostic value in the analysis of consumer choice behavior and, therefore, is helpful in improving the efficiency of the market. The objective of this study was to identify the consumption value that consumers seek from floral products, while also clarifying the context of that consumption value. A total of 644 valid questionnaires from a consumer survey were used for the statistical analysis. The statistical results of the factor analysis revealed that sensory hedonics, emotion conditioning, curiosity fulfillment, monetary worth, and showing care to others were the main types of the consumption value in relation to floral products. Different consumer groups were found to emphasize different types of floral consumption value. Female consumers reveal a stronger demand for the value of emotion conditioning and curiosity fulfillment, while male consumers are more likely to seek the value of sensory hedonics. Consumers in rural areas reveal a stronger demand for the value of curiosity fulfillment and monetary worth, while the consumers in urban areas reveal a stronger demand for the value of emotion conditioning, with regard to the consumption value of flowers. The study results provide florists with the key value points as they seek to increase the attraction of floral products to consumers.

An Analysis of Floral Consumption Values and Their Difference for Genders and Geographic Regions