應用ZMET探討消費者對逢甲夜市之目的地意象

Using ZMET to Explore the Consumers Destination Image of Feng Chia Night Market

邱郁婷(Yu-Ting Chiu)

指導教授 ： 陳彥匡

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2017年)

摘要

本研究主要探討消費者對逢甲夜市之目的地意象，且以性別做為分類變數，進一步探討男女消費者之目的地意象是否有差異。首先本研究藉由個人涉入程度量表 (RPII) 篩選出十六名對研究主題有高涉入程度之消費者作為訪談對象，再透過隱喻誘引法 (ZMET) 對受訪者進行深度訪談挖掘心中的構念 (Constructs)，接著利用方法目的鏈 (MEC) 將構念分成屬性、結果、價值三種層級，找出消費者目的地意象中的重要構念，並探討背後其鏈結關係。研究結果發現，全體受訪者之目的地意象為「品牌口碑→嚐鮮→新鮮感」、「逛街環境→整潔→舒適感」、「多樣化選擇→一次購足→便利性→效率」、「逛街環境→人潮擁擠→逛街品質差→困擾」、「逛街環境→危險→安全疑慮→害怕」。而男性受訪者重視大眾運輸「功能性」的結果，女性受訪者則較重視「經濟實惠」的結果；在逛街環境的屬性部分，男性受訪者感到「困擾」，女性受訪者則是感到「安全疑慮」的價值。藉由本研究可以更深入瞭解消費者的目的地意象以及隱藏於目的地意象後的心理認知價值，最終研究結果可供夜市管理業者及攤商擬定行銷策略作參考之用。

關鍵字

觀光夜市 ； 目的地意象 ； 隱喻誘引法 ； 方法目的鏈

並列摘要

This study mainly examined consumers’ destination images of Feng Chia Night Market, using gender as a categorical variable to more closely examine whether differences exist between the destination images of male and female consumers. First, this study utilized the Revised Personal Involvement Inventory (RPII) to select 16 consumers who showed high involvement with the research topic as interviewees. Through the Zaltman metaphor elicitation technique (ZMET), in-depth interviews were conducted with the interviewees to discover their inner constructs. A means-end chain (MEC) was then used to divide constructs into three levels: attribute, consequence, and value, then identified the key constructs of a consumer’s destination image, and examined the relationships behind these constructs. The findings indicated that the destination images of all respondents were as follows: “Brand reputation→trying something new→novelty,” “shopping environment→cleanliness→comfort,” “diverse selection→one-stop shopping→convenience→efficiency,” “shopping environment→crowds→low shopping quality→distress,” and “shopping environment→danger→safety concerns→fear.” Male respondents valued the “functionality” consequence of public transportation, whereas female respondents valued the consequence of “affordability.” With regards to the shopping environment, male respondents emphasized the value of “distress,” whereas female respondents emphasized the value of “safety concerns.” This study can be used to further understand of the consumer's destination image and the hidden perceived value behind destination image of consumers. The conclusions can serve as a reference for night market management and vendors for developing marketing strategies.

並列關鍵字

Tourist night market ； Destination image ； Zaltman metaphor elicitation technique ； Means end chain

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