夜市消費者行為之研究－以饒河街觀光夜市為例

The Study on the Consumers Behavior of Night Market-The case of Zao Ho Tourist Night Market

陳建和(Chien-Ho Chen)

《餐飲管理學術研討會論文集》 第九屆 (2004/12) Pp. 175-205

https://doi.org/10.6640/TSFBM.2004.09.07

摘要

「夜市」是東南亞地區特有的一種兼具消費與休閒功能的夜間綜合市集，尤其在台灣更是處處可見。根據八十七年行政院主計處第四局所作的攤販調查顯示：七成左右民眾認同夜市有休閒功能。台灣地區約有69.95%消費者曾經逛過夜市(含攤販集中場)，且平均一個月逛夜市一次放以上者高達40.39%，顯示民眾在日常生活中對夜市確有一定之需求。若能完善規創開發夜市，不僅能對消費者帶來休閒、方便之優點，亦能為當地帶來一定之繁榮。同時近年外國來華旅客也將「夜市」作為來華觀光重要景點之一，讓夜市成為一種兼具購物機能的特殊休開場所及吸引國外觀光客來華觀光的賣點之一。以往相關「夜市研究」大多透過以問卷方式進行調查研究，而以問卷調查方？所呈現山來的結果並不能完全反跑出消費者「逛夜市」之行為模式。因此本研究採「觀察法」來觀察消費者「逛夜市」的行為模式，針對消費者「逛夜市」的過程及其行為表現做全程的觀察並做詳細的認錄，另外對「夜市消費者」進行問卷訪談，了解消費者逛夜市的各種行為模式。研究結果分別就一、消費者角度，二、零售廠商與攤販角度來探討夜市現況，並就消費者類型及行為模式來探討夜市之消費者行為模式，研究結果可供相關消費者、業者及管理單位參考。

關鍵字

夜市 ； 消費者行為 ； 觀察法

並列摘要

The night market is a special product with both consumption and recreation functions in the East Southern Asia, and is quite popular in the Taiwan areas. According to the government survey report form the Executive Yuan (1998), the recreational function of night market is ascertained by 70% of the samples. The report also showed that there are almost 40% of the people consumed in the night market over once in a month. This demonstrated that night market consumption is an important desire for the people. This research focused on the review of the studies of the development of night market and the theory of consumer behavior. The research was conducted with the application of observation methods associated with a post questionnaire survey to some randomly selected visitors to the night market. The results included the studies on the current situations of the night market development and the conceptual behavior models of five categories of the consumption. It is certainly a suitable reference for the consumers, business runners and the related government sectors.

並列關鍵字

Night Market ； Consumer Behavior ； Observation Method