本研究旨在探討消費動機與休閒阻礙影響夜店消費行為之研究,主要之研究目的如下:一、了解消費動機是否影響消費者之夜店消費行為。二、探討當休閒阻礙因素介入時,是否影響夜店消費行為。三、探討休閒阻礙在消費動機與夜店消費行為之間是否具有調節作用。本研究採用問卷調查法,針對中部地區夜店消費族群,透過網路問卷之方式,共發放220份問卷,由填答者自行填答後繳交問卷,並控制問卷份數。研究結果發現:一、夜店消費族群前往消費的動機在於聯誼、認識與自己不同生活圈之新朋友。二、阻礙夜店消費族群前往夜店之因素在於休閒阻礙中的消費性阻礙。三、休閒阻礙對夜店消費族群前往夜店消費無產生顯著差異,故無調節作用。
The purpose of this study was to examine the relationships between consumers’ motivation and leisure constraints affecting pubs consumer behavior, the main purposes of the study are as follows: To understand the consumers’ motivation whether affects consumer behavior in pub.To explore whether or not the factors of leisure constraints intervene consumer behavior in pub.To explore the co-relation between consumers’ motivation and leisure constraints where or not affected consumer behavior in pub. In this study, questionnaire survey was used through internet. The subjects are consumers of night club in the central region of Taiwan. 220 questionnaires were collected. The data was analyzed by Canonical Analysis , ANOVA and other statistical methods. The results showed that:The study showed that the motivation of pub consumers focus on meeting different from their own living area of new friends. Leisure constraints hinder the consumer was the factor that hinder pub consumer going to pub. The correlation between leisure constraints and pub consumer going to pub has no significant difference, there is no regulation.This research result will be provided to related business for formulating the policy.