產品品質、夜市形象、和消費者購買意願－以大陸旅客到逢甲夜市消費為例

本研究主要目的在探討知名夜市小吃的產品品質、夜市形象、和大陸旅客購買意願之關係，以曾到逢甲夜市消費之大陸旅客為調查對象。本研究使用問卷調查法進行探究，並採用便利取樣方式發放問卷與蒐集資料，以敘述統計、卡方檢定、變項t檢定、單因子變異數分析及迴歸分析進行資料處理分析。部分實證結果為：「產品品質」、「夜市形象」、「消費者購買意願」這三個變項的相關屬於正關聯，但稍偏低；透過回歸分析，利用「性別」等7個預測變項來預測「購買意願」時，則僅有「產品品質」、「夜市形象」是顯著的。

關鍵字

產品品質；夜市形象；購買意願；夜市調查

並列摘要

This study explores the association with product quality, night market image and customer willingness in the famous night market snacks regarding with consumption of mainland tourists to the Feng Chia Night Market. A total of 312 questionnaires are issued and 312 valid questionnaires are obtained. The effective response rate was 100%. To analyze and explore all the questionnaires, we employed statistical methods which are including independent samples T test, chi-square test, one-way analysis of variance and regression analysis. The empirical results are partially summarized as follows.(1) The correlation of three variables ＂product quality＂, ＂night market image＂ and ＂consumer purchase intention＂ are the positive association, but slightly lower, between 0.196 to 0.222. (2) The predictive variables ＂gender＂, ＂education level＂, ＂age＂, ＂purchase experience＂, ＂recommended＂＂product quality＂ and ＂night market image＂ are used to predict ＂purchase intention＂. Finally, two predictive variables, ＂product quality＂ and ＂night market image＂, and dependent variable ＂purchase intention＂ are used in a multiple linear regression model.