이화여자대학교

초록/요약

This study purpose improvements to the current cut flower distribution system to expand consumer choice by analyzes consumer pain points and opportunity through RTB method of the current consumer journey and distribution methods for cut flowers. Additionally, through empirical experiments, we have demonstrated the effectiveness of wet distribution methods and propose the diversification of cut flower distribution methods. Consumers purchase cut flowers for various reasons, buying them as gifts, ceremonial events, home decoration, improving the atmosphere at schools or offices, and a hobby. Also, the floral consumption culture has been shifting from traditional gift-giving to household consumption. The increasing interest and demand for planterior due to recent fine dust pollution and the COVID-19, potted plant consumption also rised. The development of the online flower market has also made more convenient, improving consumer accessibility. Therefore, offering consumers a wider variety of purchase options could enhance satisfaction with flower purchases and appreciation, leading to the development of the floral market. To verify this, we conducted experiments on the lifespan of cut roses depending on the distribution method across different seasons—spring-fall, summer, and winter. ‘Hazel’ and ‘Jana’ were used to analyze the lifespan of cut rose flower. Although there was a case in which the average lifespan of each variety was shortened by abscission occurring for ‘Hazel’and during summer the average lifespan was shortened by gray mold disease in ‘Jana’ , and during winter ‘Hazel’ showed a longer lifespan in the dry distribution method, it was concluded that the wet distribution method extended the lifespan by approximately twice than the dry distribution method. There were several limitations in this study, but this research in that it has prepared basic research data for the first service design perspective study on floral sales and enables follow-up studies.