@inbook{1a5c54fb47b1489f87b82977fdb565fe,
title = "Perceived advantages and barriers of buying cut flowers online",
abstract = "The study explores perceived advantages and barriers of buying cut flowers online by German customers. In August 2014, four focus group discussions were conducted; two each in southern and in western Germany, including both rural and urban regions. The discussions were audio-recorded, transcribed verbatim and analyzed using qualitative content analysis. Results show that regular buyers report positive experiences with online flower shops. They are satisfied with flower quality, and perceive the online shops as easy to use. Despite these positive experiences, online flower shops are only considered for gifts, in particular, if there is no opportunity to meet the recipient in person.",
keywords = "Cut flower consumption, Focus group discussion, Online flower shops, Qualitative content analysis, Sensory perception, Service, Shopping satisfaction",
author = "C. Schettler and M. Rombach and V. Bitsch",
year = "2016",
month = apr,
day = "20",
doi = "10.17660/ActaHortic.2016.1132.2",
language = "English",
series = "Acta Horticulturae",
publisher = "International Society for Horticultural Science",
pages = "9--16",
editor = "F. Fernqvist and Axelson, {L. Ekelund}",
booktitle = "18th International Symposium on Horticultural Economics and Management",
}