本研究之旨在探討臺北希望廣場農產品展售市集消費者行為之相關因素與消費滿意度之感受認知,並分析其消費者特徵變項之消費者行為與滿意度差異。本研究就臺北希望廣場之消費者採簡單隨機抽樣方法實施問卷調查,有效樣本合計590人;所得資料以敍述性統計與推論性統計進行量化分析。 研究結果發現:(一)交通工具、所需時間、購物同伴、訊息來源、消費動機、第一印象、消費次數、消費頻率、停留時間、消費種類、DIY活動參與程度、消費金額共十二項消費行為因素與各個行為因素的分佈情形。(二)在十二項消費行為因素中,除了對希望廣場的第一印象,不因消費者特徵變項不同而有所差異外,其他十一項消費行為,部分消費者特徵變項有顯著差異。(三)對服務品質三個構面的滿意度平均值都接近滿意程度,依序為專業服務、商品品質、環境設施。(四)各服務構面滿意度最高的服務因素分別為努力推廣本土農產品、商品的新鮮度、攤位動線與指標,滿意度最低的服務因素分別為DIY活動、商品價格的合理性、廣場休憩設施。(五)年齡、教育程度、職業的三個消費者特徵變項對各服務因素部分呈顯著差異。依據本研究結果及研究過程中的發現,提出改善建議,俾供臺北希望廣場改進服務品質,與提高消費者滿意度的參考。
This study aims to search for the factors related to consumer behavior in the agricultural product market of Taipei Hope Plaza and perception of consumer satisfaction, and further explore the difference of consumer behavior and satisfaction of consumers’ characteristics. This study was conducted by use of questionnaire survey on the consumers of Taipei Hope Plaza by simple random sampling, and retrieved 590 valid samples. Data was analyzed by quantitative methods, including descriptive statistics and inferential statistics analysis. The findings of this study are as follows: (1) distribution of 12 consumer behavior factors (transportation equipments, time consumed, companions, information source, consumption motivation, the first impression, consumption frequency, staying time, kinds of consumption, DIY participation and money spent) and behavioral factors. (2) Among 12 consumer behavior factors, excluding consumers` first impressions, the other 11 consumer behaviors all have significant differences due to some consumer characteristics. (3) Means of satisfaction with three dimensions of service quality are nearly significant. The order is professional service, product quality and facilities. (4) Service factors with the highest satisfaction are the efforts to promote local agricultural products, freshness of products and routes and signs of the stands. The service factors with the lowest satisfaction are DIY activities, reasonable prices of products and recreational facilities of the plaza. (5) Age, educational level and occupation, and the consumers’ characteristic variable partially reveal significant difference on the service factors. Based upon the research findings, the author provided suggestions as the reference for Taipei Hope Plaza to improve service quality and enhance consumer satisfaction.