台北市夜店消費意圖之研究

Consumption Intention for Taipei Nightclubs

張文郎(Wen-Lang Chang)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00305

摘要

由於全球商業興起造就都市化，人類對於休閒娛樂活動空間大量被壓縮，於是全球性夜店酒吧風潮在不斷地延燒；近年來，依市場需求不同，主題性夜店酒吧也提供了消費多元化選擇與體驗，夜店酒吧己漸趨多樣化。
本研究採用計畫行為理論做為架構基礎，以消費者本身的想法與行為探究消費者夜店酒吧的體驗與行為意向的因果關係，並利用SPSS及AMOS軟體進行相關的統計分析，以釐清消費者對夜店酒吧之消費意圖及其影響因素。
本研究結果分析，發現消費者的「個人偏好」、「他人影響性」、「服務可掌握性」對消費意圖均有正向影響，特別是個人偏好影響最大、他人影響性次之，而服務可掌握性影響最小；換句話說也就是，前往夜店消費的消費者，最主要是取決於消費者對於夜店所持有的看法、想法態度影響最鉅，消費者會以自己的喜好與否而決定前往夜店消費；其次才是朋友家人以及媒體等等報導的因素而前往消費。因此，我們知道消費者藉由五感來接觸到夜店的氛圍與印象，本研究認為要從飲食、品酩、音樂、燈光、空間規劃、形象設計、娛樂效果、氣氛情境來加強，其中一項有問題或是事後的顧客服務做的不好，都會影響消費者再次消費的意願；或是以不同主題型態經營、媒體曝光率高及代言人，皆讓消費者對於夜店的印象改觀，進而使有前往消費的意願。

關鍵字

夜店 ； 酒吧 ； 消費意圖

並列摘要

Urbanization is a result of a rise in global businesses and the space for man’s recreational activities has been greatly compressed. This has resulted in the widespread global trend of nightclubs and bars. In recent years, themed nightclubs and bars provide a variety of consumer choices and experiences according to different market needs, and nightclubs and bars are becoming increasingly diverse.
This study uses the theory of planned behavior as a structural foundation and explores the causal relationship between the experiences and behavioral intentions of consumers in nightclubs and bars according to their ideas and behavior. The study also uses SPSS and AMOS software for related statistical analysis to clarify consumer’s consumption intentions and influencing factors towards nightclubs and bars.
The analysis results of this study discovered that consumer personal preferences, influence of others, and service mastery have positive influence on consumption intentions, especially the influence of personal preferences; the influence of others is secondary, and service mastery last. In other words, consumers that go to nightclubs for consumption are mostly dictated by their views and attitudes toward the nightclub. The consumers will decide if they go to the nightclubs to consume based on their likes and dislikes, and the consumer’s friends and family, and the media reports are the secondary reason they go to the nightclubs.
Therefore, we know that consumers use their five senses to experience the nightclub’s atmosphere and build their impression toward it. This study believes that businesses should strengthen the cuisine, wine, music, lighting, spatial planning, image design, entertainment effects, and atmosphere of nightclubs; if any of these factors have problems or there is bad customer service, it will influence the consumer’s intention for repeat consumption. Operating with different themes, media exposure, and a spokesperson will all change consumers’ images toward a nightclub and increase their willingness for consumption.

並列關鍵字

NightClub ； Pub ； Consumption Intention

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