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題名:消費者屬性與逛夜市動機之關係
作者:陳銘堯
作者(外文):Ming-Yao Chen
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:謝安田
學位類別:博士
出版日期:2014
主題關鍵詞:夜市消費者屬性消費動機持續涉入意向night marketconsumer behaviorconsumer motivationintention of continuing involvement
原始連結:連回原系統網址new window
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夜市與其它消費場所因地點及型態不同,致使消費者的逛夜市動機應有所不同。本研究因而探討以散客居多的夜市消費中,屬於不變性的消費者屬性,與變動的逛夜市動機之間是否存在因果;再者消費者的持續涉入意向是否對上述關係產生干擾效果進行探討。
結果為不同受訪者人口統計變數、購物導向、消費頻率之消費者屬性,對逛夜市動機的關係上得知,在人口統計變數中以年齡、教育程度、月收入、婚姻、夜市地點等變數對用餐、逛街、玩樂、有人陪伴並增加彼此情感交流的逛夜市動機出現差異。購物導向中便利導向及價格導向是形成逛夜市動機的主要因素;消費頻率與逛夜市動機中經變異數分析,顯示逛街、習慣來此及來體驗風土民情的動機中,不同消費頻率的重度消費者與中度、低度消費者有其差異。
另一方面,從持續涉入意向針對購物導向及消費頻率的消費者屬性與逛夜市動機之干擾效果研究中得知,對購物導向有干擾效果;即夜市經營者得透過營造不同購物導向訴求,可爭取影響消費者逛夜市的動機,反之對另一項的消費頻率並無干擾。故知,如果持續涉入意向對消費頻率不會影響逛夜市動機,夜市業者如何提高獲利,便成為須再探討的經營重點。
Due to the different type of shopping area, most of consumers to the night market are having motivations various from those who go to other shopping places. Independent Tourists are main consumers in the night market, this study explored the relationship of cause-effect between the attributes and varied consumers’ motivations in the night market. Further to analyze if the consumer’s intention of continuing involvement affects the above relationship.
From the kinds of consumer attributes in the survey, containing population, shopping orient, consuming frequency, it is told those variables like statistics of age, education, monthly income, marriage status and night market locations will discriminate the consumer’s motivation to the night market for meals, shopping, having fun, having accompany. Convenient and price in the shopping adapt drive them to the night market; consuming frequency will differ with the shopping purpose, habits and willingness of experience of local culture.
Besides, the intention of continuing involvement interrupted the shopping orient according to the study. The owners of the night markets needs to build up different shopping orientation to appeal to the various comers, while the consuming frequency is not affected by the intention of continuing involvement. If consuming frequency would not infected different consumers to night market, how to create more profits of the night market, became the main question.
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