本硏究旨在探討台南市男性上班族之生活型態對情人節花束購買意願及屬性偏好之影響，透過問卷調查方式對台南市六個行政區內公私立行號之專職男性進行調查，共抽 有效問卷423份。硏究結果發現，藉由受試者之生活型態因子，可將受試者區隔為「崇尚美感」、「保守儉約」、「流行隨性」三個集群，在購買意願上，「崇尚美感」群願意購買花 束的人數比例顯著高於其他組群，而4荒行隨性」群則顯著較低；此外，在屬性偏好上， 「崇尚美感」群對花束的香味較為重視，偏好有高低層次的設計保守儉約」群較喜好 國產花卉、長度「平整一致」的設計以及400元以下」的商品；「流行隨性」群則偏好 「寒色系」花卉及「31枝以上」的花朵組合，設計型式上喜好「左右不對稱」的排列方 法及「前衛新潮」的設計風格，各集群在年齡、教育程度、職業、婚姻狀況上有顯著的差 異。根據硏究結果，提供業者制定行銷策略之建議。

This object of this research is to examine the relation between the buying desire and preferences for valentine boquet of male office workers with different lifestyles. A questionnaire survey was conducted at 6 districts of Tainan City. 423 valid questionnaires were collected. By analyzing subjects' lifestyle factors, it is found finally that the subjects can be classified into three groups: “artistic and beauty-loving”, “conservative and frugal”, and “fashionable and free”. The buying desire of the “artistic and beauty-loving” group is significantly higher than the other two groups and the “fashionable and free” group is significantly lower. Otherwise, in terms of the preferences for product attributes, the “artistic and beauty-loving” group emphasizes on the fragrance of a bouquet and prefers layered arrangements. The “conservative and frugal” group prefers native flowers with “clean and consistent” design and of “less than NT$400”. The “fashionable and free” group has a preference for “cool colors”and the bouquet of “at least 31” flowers with “asymmetric arrangement” and “trendy design”. Lifestyle groups are significantly different at age, education level, occupation, marital status. Based on the result of study, the suggestions are proposed.