The purpose of this study is to find the factors that influence the purchase of cut flowers and make some suggestions on ways to promote cut flower marketing in Korea. For this study, a survey was conducted through the Internet among 1,000 randomly chosen people living in Seoul and Gyeonggi Province. A total of 911 valid replies were received for the analysis of the survey which was carried out by the subsidiary consulting firm BESTCITE Ltd. of the Gallup Korea. The questionnaires are mainly divided into three parts: that is, questions to find consumer's general purchasing attributes and preferences for cut flowers; questions to find a direction for the development of new cut-flower products; and questions to find socio-economic characteristics such as age, gender, level of education, income, and so on. In the study, empirical analysis tools such as ordered probit model, multinomial logit model, and conjoint analysis were used. Several attributes of consumer's purchasing behavior were identified by the empirical analysis and several policy implications on cut flower marketing were suggested.