複合式夜市商場空間之消費者滿意度研究 - 以逢甲夜市之逢甲歡樂星商場為例

A Study on Consumer Satisfaction on Combinative Night Market - A Case Study of Fun Star Center at Fenjia Night Market

許朝富(Chao-Fu Syu)

指導教授 ： 簡伃貞

朝陽科技大學/設計學院/建築系建築及都市設計碩博士班/碩士(2016年)

摘要

近年來，隨著社會變遷及發展，夜市型態演變至今，除了原本的流動型夜市以及常見的商圈、觀光等類型夜市外，現今許多新興夜市也逐漸發展為複合式經營，複合式夜市商場之特色在於多元化經營，並透過商場空間設計規劃及系統化管理以發揮其最大效益，因此使得夜市空間與以往相較之下具有相當程度之差異，本研究針對複合式夜市商場空間進行深入探討，並選定逢甲夜市之逢甲歡樂星商場為研究基地，調查消費者對於目前所使用之複合式夜市商場空間之滿意程度，本研究期望達到以下目的：(一)探討複合式夜市商場空間之空間特性；(二)探討複合式夜市商場空間影響消費者滿意度之因素；(三)複合式夜市商場空間滿意度衡量；最後以研究結果提出結論與改善建議。
本研究以消費者背景變項、來訪行為及態度、複合式夜市商場空間滿意度為主要構面進行問卷前測，並藉由因素分析及內部一致性檢定建構其問卷信效度，依分析結果擬定正式問卷，正式問卷發放以現場發放方式以及網路問卷兩者同時進行，總計發出450份問卷，有效問卷394份(87%)；調查結果顯示，年齡層較低且收入較低之客群對於複合式夜市商場空間滿意度普遍比其他族群高；來訪頻率較高者滿意度相對也較高；居住地為台中市之消費者來訪頻率及滿意度普遍比其他縣市高；停留時間低於三十分鐘以內消費者滿意度相對較低；消費者之知覺價值越高滿意度相對較高；在複合式夜市商場空間滿意度方面，整體結果顯示滿意度介於普通及滿意之間，而消費者對於公共設施設置、座椅飲食區、環境清潔衛生、舉辦各類型活動等項目有較高滿意度，但在購物空間舒適性、商品陳設、動線規劃、音樂或叫賣聲方面則較不滿意。
本研究依據結果提出以下建議：訂定撥放音樂之相關管理條例，如統一類型或音量，以提升商場情境氛圍；未來可透過舉辦以外地消費者為主之相關活動，刺激外地消費者消費慾望及動機；針對非學生之其他客群，調查其需求及建議進行經營策略調整；制定人行空間使用規範，禁止於步道空間擺設展架及商品，違者予以勸導或罰鍰。

關鍵字

夜市 ； 複合式經營 ； 消費者滿意度

並列摘要

Recently, as the society develops and advances, the patterns of night markets have been evolving from clusters of mobile vendors, commercial districts or tourist market places to modern Combinative Night Markets that feature diversified management. Through the spatial design of the combinative and systematic management, maximum benefits can be reached. That is, modern night markets are different from their predecessors when it comes to space.
This study aims at examining the space of Combinative Night Market, with the example of Feng Chia Fun Star Center of Feng Chia Night Market. The author conducted a survey on consumers at Feng Chia Fun Star Center to learn about consumer satisfaction concerning the Combinative Night Market.
The objectives of this study are as follows: (1) Examining the spatial features of the Combinative Night Market. (2) Examining the factors that lead to consumers’ satisfaction in the Combinative Night Market. (3) Measuring the degree of satisfaction regarding the space of the Combinative Night Market.
Finally, the study concludes with proposals for future improvement.
This study conducted a questionnaire pretest on the facets like background variables, visiting behaviors and satisfaction on the space of Combinative Night Market. The questionnaire was designed based on the results of the factor analysis and the internal consistency test. The questionnaires were distributed at the night market and online. In total, 450 questionnaires were distributed and 394 questionnaires were effective (87%). According to the survey, younger consumers with lower incomes are more satisfied with the space of the Combinative Night Market, compared with other demographic groups. The frequent visitors also show higher satisfaction. The residents of Taichung City visit the Combinative Night Market with higher frequency and are more satisfied, compared to those visitors from other cities. The consumers who stay in the Combinative Night Market for less than 30 minutes are less satisfied with the place. The consumers with higher cognitive value are relatively more satisfied. As for the satisfaction with the space in the Combinative Night Market, the results are between “average” and “satisfied”. Consumers are more satisfied with public facilities, seating areas, environmental hygiene and events. However, they are less satisfied with comfort of shopping areas, commodity displays, line planning, music and noise.
This study has the following suggestions. First, establish rules that regulate the music genre or volume to improve the atmosphere of the market complex. Second, hold promotional campaigns aimed at tourists from other cities in order to promote sales. Third, adjust the marketing strategy for the consumers that are not students after investigating their needs and asking for their opinions. Fourth, establish rules that regulate the pedestrian zones- for example, forbid displaying commodities in the aisles and warn or fine the violators.

並列關鍵字

Night market ； Combinative management ； Consumers satisfactio

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