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首页> 外文期刊>Acta Horticulturae >Age Influences Gardening Purchases, Participation, and Customer Satisfaction and Regret.
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Age Influences Gardening Purchases, Participation, and Customer Satisfaction and Regret.

机译：年龄会影响园艺的购买，参与度以及客户满意度和遗憾。

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摘要

In September 2004, an Internet study was conducted to evaluate and determine differences in gardening participation, purchases, and levels of customer satisfaction and regret by age. A representative sample of U.S. consumers was asked to identify their participation in seven gardening activities and purchases of 12 gardening products. The 1591 responses were stratified by income with analyses conducted using SPSS. The number of differences in garden-related participation and purchases decreased as income level increased across age groups. Where differences were observed, generally younger consumers purchased garden-related products and participated in gardening-related activities to a lesser extent than older consumers. At every income level, older consumers had a higher mean satisfaction and factor scores, and higher regret mean and factor scores. This indicated that older consumers experienced greater satisfaction and less regret than younger persons, regardless of income. For marketers, this shows a heterogeneous market at lower-income levels and a more homogeneous market at upper-income levels. Age could be used as a basis for market segmentation, especially at lower income levels. Results further suggest longitudinal research could show if this is a static or dynamic trend.
机译：2004年9月，进行了一项互联网研究，以评估和确定园艺参与度，购买量以及客户满意度和按年龄划分的后悔程度的差异。美国消费者的代表样本被要求确定他们参加了七次园艺活动并购买了12种园艺产品。使用SPSS进行的分析按收入对1591个回答进行了分层。随着年龄段收入水平的提高，与花园相关的参与和购买方面的差异有所减少。在观察到差异的地方，一般而言，年轻消费者购买园艺相关产品并参加园艺相关活动的程度要低于老年消费者。在每个收入水平上，年龄较大的消费者均具有较高的平均满意度和要素得分，而较高的后悔均值和要素得分。这表明无论收入如何，与年轻人相比，老年消费者的满意度更高，悔恨也更少。对于营销人员来说，这表明低收入水平的异构市场和高收入水平的异构市场。年龄可以用作市场细分的基础，尤其是在较低收入水平时。结果进一步表明，纵向研究可以表明这是静态还是动态趋势。

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