As the commercial business is getting more and more active, along with the living standard of Taiwanese people improved, consumers not only care about the quality of products, but also emphasize the spiritual side they can create. Therefore, packing gifts with ribbons has changed the quality of people¡¦s life and molded their dispositions unobtrusively. There is a saying that ¡§the tailor makes the man¡¨, and it goes the same with gift packing. Besides, gift packing has become a media for an enterprise to sell its products in a more creative way. This study tried to explore the influence of ribbon gift packing on the behavior of consumers through the emphasis on the concept of creativity, uniqueness and refinement. This study utilized E. B. M. consuming behavior model, taking as an independent variable the consuming behavior of the consumers buying gifts packed with ribbons and tacking as dependent variables the demographics variable and the life style variable, and it came up with a research framework and a hypothesis. Besides, the study used purposive selection form the consumers buying gifts packed with ribbons, and the data would be verified through statistical methods. The study found that the factors of the life style of the consumers in Taichung who buy gifts packed with ribbons includes fashion pursuing, independence and confidence, life efficiency, social experience, stereotype, and egoism. Through factor analysis, those consumers are divided into four groups: traditional value group, fashion trend group, highly independent group and experimentalist group. There are noticeable disparities among each group in terms of ages, monthly salary, education levels and vocations. The consumers in each of the groups behave differently on their consuming behaviors. The noticeable differences are shown in need cognition, information searching, evaluation of schemes, purchasing and results. The seller can do some adjustments on the strategy of marketing combinations according to these five factors.

The purposes of this study are to investigate the customers¡¦ perception of the service quality and their continuative consuming behavior of leisure floral farms after their visit two farms of Taiwan Sugar Corporation. Based on the results of this study, suggestions are offered to managers of leisure floral farms. Survey research was conducted for this study. The subjects included 640 visitors from each area in two farms of Taiwan Sugar Corporation. And 498 acceptable questionnaire were collected. The acceptance rate was 80.76%. The questionnaire includes service quality volume and behavior intention volume proposed by PZB. The data are analyzed include analysis of association between background items and consumer experience items, t-test , one-way ANOVA, and stepwise multiple regression. The conclusions of this study are as follows: 1. There is positive correlation between service quality, royalty and pay-more intention, and irrelevancy to switch intention. 2. There is correlation between customer demand and floral information, price. 3. Most consumers who visit leisure floral farms are interested in flowers and plants. It indicates that leisure floral farms with potentiality to assimilate visitors into customers, particularly for diversified farms.

The main topic of this master thesis is modern opinion leaders and their influence on consumption behavior of teenagers. The aim of the thesis is to characterize the opinion leaders of the modern age, to analyze their area of influence and to derive their influence on the consumer behavior of adolescents. The partial aim of the master thesis is the comparison of boys and girls. In the theoretical part, opinion leaders are defined, as well as their social networking and their influence in the marketing purposes. The consumer behavior of teenagers and the types of opinion leaders who influence them are described in detail. The practical part deals with social media influencers and determines the degree of their influence on teenagers' purchases. The actual research was carried out through questionnaire surveys and group discussions.