Taipei will be the host city of 2010 World Flowers Exhibition, which is the first time when Taiwan is authorized internationally to hold a world-class fair. As we are honored by this great event, our government intends to take the chance to raise the output value of flowers industry and promote the development of related industries. According to the rough estimation, the output value of flowers industry in Taiwan is above 1.5 billion. The majority of physical stores are run in a small scale. The registered stores around the nation are about 3000 to 4000, personal studios excluded. As the cost of cultivation and physical stores is getting higher and higher, many traditional flower shops are forced to withdraw from the streets areas and shift to the alley and lanes areas instead. The technology beats the cost challenge which the physical shops are facing, and that's why the online flowers shops are able to share the market in a short time. However, not all the customers are willing to accept the new technology connected with service.
At present time, there are about 100 online flowers shops providing on-line trade in Taiwan. The shops with websites and blogs are more than hundreds, but there are few shops which can extend to business scale. Based on the Unified Theory of Acceptance and Use of Technology model and Information System Success Model, and in light of the customers' senses and attitude towards internet, this paper will investigate the related elements of the customers' acceptance of virtual flower shops and intention of using the shops' service in order to seek the expectation which the customers' on-line order will meet and promote the real purchase.
