消費民眾對台南市大東夜市重視度與滿意度比較之研究

本研究有效問卷460份，在高度有效的信、效度統計分析獲知：以女性、21-30歲、專科、學生、住台南市、未婚、月收入2萬元以下最常前往。「食物美味」、「食品衛生」、「商品價格便宜」與「飲食種類多樣化」為前三名重視度排名；「夜市之熱鬧氣氛」、「食物美味」、「飲食種類多樣化」為滿意度前三名排名。性別、婚姻獨立樣本t檢定知，在「滿意度」構面所產生的顯著差異項目高於「重視度」構面。因素分析法獲「重視度」構面三個因素：「遊樂多樣」、「停車方便」、「價格便宜」；在「滿意度」構面獲得三個因素：「巡守維護」、「環境整潔」、飲食多樣」。由單因子變異數分析得知台南大東夜市是適合不同年齡、學歷、職業、居住地及月收入的消費民眾從事夜間的遊憩活動場所。

關鍵字

問卷調查；大東夜市；重視度；滿意度

並列摘要

In this study, 460 valid questionnaires, the validity of statistical analysis in a highly effective letter informed: access to the most commonly, 21-30-year-old female college, students live in Tainan City, unmarried, a monthly income of less than 20,000 dollar. Food delicious”, ”food hygiene”, ”commodity prices cheaper” diversification of the diet types of emphasis for the top three rankings”; Night of the festive atmosphere, the food delicious”, ”diet diversification of the types of satisfaction degree of the top three rankings. Sex, marital independent samples t-test, significant differences in satisfaction dimensions of the project is higher than the degree of emphasis. Factor analysis dimensions by the degree of emphasis on three factors: ”diverse” Pleasure, ”car side convenience”, ”cheap”; dimensions of satisfaction on three factors: the patrol Maintenance, clean environment varied diet. By one-way ANOVA analysis that the Big East in Tainan Night Market is suitable for all ages, education, occupation, place of residence and monthly income consumer people engaged in recreational activities of the night.