台南西北鄉村地區夜市顧客的消費動機與休閒體驗

The Study of Consumer's Leisure Motivation and Experience Marketing in Tainan Northwest Countrified, Localism Night Market

王弘志(Hung-Chih Wang) ； 楊景如(Jiing-Ru Yang)

《台灣首府大學學報》 3期 (2012/10) Pp. 63-80

https://doi.org/10.6607/BTSU.2012.3.4

摘要

多數休閒產業的服務業者融入顧客經歷的體驗做為行銷經營管理操作模式，以達到顧客滿意之目的，本文擬探討鄉村地區型夜市是否依然如此。以問卷調查搭配觀察法，分析消費者在鄉間地區型夜市顧客休閒的消費特性與因素分析，再依據Schmitt（1999）將策略體驗模組（SEMs）中的感官、情感體驗，針對消費者分別進行深入訪談，夜市消費體驗的內容、方式，期望由顧客對夜市休閒體驗的回應結果，供業者建構對消費者有利的體驗策略。研究結果顯示，鄉村型夜市發展以休閒、樂活（LOHAS）型態導向為服務體驗包裝架構契機，有助於增進顧客的滿意回應。

關鍵字

夜市 ； 體驗行銷 ； 休閒樂活

並列摘要

This study applied the Strategic Experiential Modules (SEMs) witch proposed by Schmitt (1999) experience marketing structures to analysis the Tainan countrified, localism night market consumer's behavior. We want to know whether the significant customers' respond tend to the night market leisure and experience marketing strategies or not. Quantitative research and in-depth interview were used in our investigated examples, including the local, tiny night market stall keepers and customers. We find our examples explored the specific content of consumers' experiences, when they consumed in constructed the ”Leisure” and ”LOHAS” styling service experience marketing can be increment the customers' satisfaction.

並列關鍵字

Night Market ； Experience Marketing ； Leisure and LOHAS