消費者參與台南市安平老街的消費動機之研究

本研究旨在探討消費者參與歷史悠久的台南市安平老街在消費動機之調查，獲有效問卷500份，由消費動機總平均數3.78，得知具消費動機同意感受度的傾向。並獲得最高的平均數三項依序為：「閒逛放鬆心情」、「可以吃喝玩樂」、「可促進朋友和諧關係」。而因素分析結果萃取「自我開發」、「抒解壓力」、「購物滿足」、「親友關係」及「吃喝玩樂」5個因素。經t考驗和單因子變異數分析結果，顯示人口統計變項在婚姻及學歷，會造成消費者參與台南市安平老街在消費動機之影響。

關鍵字

消費者；台南市；安平老街；消費動機

並列摘要

This study was designed to investigate consumer participation in historic Tainan Anping Old Street in the investigation of consumer motivation, won 500 valid questionnaires, the total average consumption of 3.78 motives, that agrees with consumer motivation tends to feel degrees. And the highest average number of three in order, is: ＂relax and hang out＂, ＂you can eat, drink＂, ＂Friends can promote harmonious relations＂. The factor analysis extracted ＂self-development＂, ＂relieving the pressure＂, ＂shopping to meet＂, ＂family relations＂ and ＂drink＂ five factors. The t test and one-way analysis of variance results show demographic variables in marriage and education, will be affected consumer motivation of Tainan Anping Old Street in consumer participation.