消費者行為與行銷策略對購買意願之研究：以台灣市集為例

根據貿易雜誌第343期中提到『隨著國際經濟市場競爭白熱化，文化創意產業被視為國家競爭力重要指標。以「文化」與「創意」為核心價值發展的「文創產業」，具有強大經濟動能，背後蘊含的文化與藝術附加價值，更是無法以產值來量化。』，其中也提到台灣文化產業家數超過六萬餘家。現今的市集舉辦頻繁，每周假日在台灣各縣市都有不同主題的市集，不僅推動文創產業發展，也同時可以推動地方觀光及經濟，本研究透過問卷調查法，共發出319份，有效問卷319份，有效問卷回收率為100%，去了解消費者在市集中的消費偏好以及目前攤商的行銷策略是否能夠增加消費者之購買意願，統整現今市集消費者行為，提升客流量，促進市集發展。

關鍵字

消費者行為；行銷策略；購買意願

並列摘要

It can be seen that the 343th issue of China Trade and ＂Cultural and creative industries have been transformed into core culture with the fierce competition in the international economic market＂ are important indicators. The economic momentum and the cultural and artistic added value behind it cannot be borne by output value. ＂Among them, there are more than 60,000 Taiwanese cultural industries. Today's bazaars are held frequently, and there are bazaars with different themes in various counties and cities in Taiwan every holiday. This not only promotes the development of cultural and creative industries, but also promotes local tourism and economy. In this study, a total of 319 copies were issued through a questionnaire survey. 319 valid questionnaires and the effective response rate of questionnaires is 100%. To understand consumers' consumer preferences in the market and whether the current vendor's marketing strategy.

並列關鍵字

Consumer Behavior ； Marketing Strategy ； Purchase Intention

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