夜市遊客消費經驗、需求滿足對參與意願之影響

The Affect of Tourists’ Consuming Experience and Fulfillment of Need on Participation in Night Markets

郭子寧(Tzu-Ning Kuo)

指導教授 ： 鄭政宗

朝陽科技大學/管理學院/休閒事業管理系/碩士(2012年)

摘要

本研究旨在探討夜市遊客消費經驗、需求滿足對參與意願之影響，以台中市29個區中各選取1夜市之遊客為研究對象，採便利抽樣方式進行問卷調查，總計發放432份問卷，有效回收問卷398份，有效問卷回收率92.1%。資料分析方法包含敘述性統計、多變量變異數分析、獨立樣本t檢定與迴歸分析。研究結果如下：
ㄧ、夜市遊客在消費經驗差異分析上，僅「每月可自由支配所得」有顯著　　
　　差異。
二、夜市遊客在需求滿足差異分析上，僅「職業」有顯著差異。
三、夜市遊客在參與意願差異分析上，不同背景夜市遊客對參與意願皆不
　　顯著。
四、夜市遊客消費經驗與需求滿足對參與意願呈顯著正相關，其中需求滿
　　足的影響程度高於消費經驗。
　　為了提高夜市遊客的參與意願，依據研究結果提出建議如下：改善夜市環境，保持乾淨整潔，增進遊客對夜市的認同，改善夜市服務人員的態度並保持食物乾淨衛生，留給遊客良好的印象，另外，商品推陳出新，使遊客體驗到新鮮感，提高遊客對夜市的喜愛與逛夜市的意願。

關鍵字

夜市 ； 消費經驗 ； 需求滿足 ； 參與意願

並列摘要

The purpose of this study is to investigate the affect of tourists’ consuming experience and fulfillment of need on participation in Night Markets. First, the study selected 29 districts in Taichung and chose one Night Market in each district. Next, it adopts the method of convenience sampling choosing tourists in each Night Market for questionnaire survey. A total of 432 surveys were sent out and 398 valid surveys were returned. The percentage of valid surveys is 92.1 percent. The data was analyzed with Descriptive statistics analysis, One-Way MANOVA, Independent samples t-test and Regression analysis. Results are as follows:
1. In tourists’ consuming experience, the outcome showed that Disposable
Income per month was significant differences.
2. In tourists’ fulfillment of need, the outcome showed that occupation was
significant differences.
3. Tourists’ in different background showed no significant differences in
participation.
4. Tourists’ consuming experience and fulfillment of need were significant and
positively related to participation. Besides, the impact of fulfillment of need
was higher than consuming experience.
In order to enhance tourists’ participation in Night Markets, suggestions based on results were as follows: It is suggested enhance tourists’ identification by ameliorating the environment clean and maintaining it. It is suggested that change the clerks’ attitude toward tourists and maintain the food fresh. Leave good impressions to tourists. Last, it is suggested release goods unceasingly to making tourists feel interested in it and enhance tourists’ participation in Night Markets.

並列關鍵字

Night Market ； Consuming Experience ； Fulfillment of Need ； Participation

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