台灣夜間休閒娛樂的新興產業酒吧,提供紓解壓力及一新興夜間休閒場所。因此,本研究以酒吧為研究地點,探討消費動機、消費態度、消費意圖與從眾行為之間是否存在著顯著性的差異。研究方法採用便利性抽樣方式,以問卷調查法進行資料收集,共計發出420份,回收393份有效問卷;並以獨立樣本t檢定、單因子變異數分析、迴歸分析、路徑分析、階層式回歸分析等方法進行問卷分析。 研究結果顯示:在消費動機、消費態度、消費意圖與從眾行為四者的關係上,皆具有顯著性的相關,並且消費態度對消費動機與消費意圖具中介效果。若進一步分析則發現,消費動機對消費意圖具有顯著性的影響,但是藉由階層式回歸分析後可以發現,從眾行為對於消費動機、消費態度及消費意圖中,對酒吧的消費者而言均有干擾效果,因此本研究認為目前應不用著墨於消費動機或消費意圖上,而是應該要加強於消費態度和從眾行為,藉以提高消費者的消費意圖,促進酒吧經營上的發展。
Nigh life is an important part in Taiwanese’s ordinary live, and bar is one of the new and growing market sectors. this study uses shopping mall as the research location to explore whether there are significant differences between the consumer motivation, consumption atitude, purchase intention and herd behavior. The convenience samplings in questionnaire surveys are applied as research methodology for data collection. There are 420 questionnaires were released and 393 valid questionnaires were retrieved. Then, we use the independent sample t Test, one-way ANOVA, path analysis,regression analysis, and hierarchical regression to analyze the questionnaires. The result shows that there are the significantly related between consumer motivation, consumption attitude, purchase intention and herd behavior. Furthermore, purchase intention with intermediary effects to consumer attitude and consumer motivation. For the further analysis has found that consumer motivation has significant effects to purchase intention. However, then through the rear hierarchical regression analysis can be found,herd behavior for consumer motivation, consumption attitude and purchase intention to the bar of consumers are jamming effect, therefore, this study suggests that the current consumer motivation should not dwell on the motives or intentions consumption on, but it should be strengthened in consumer attitudes and herd behavior, in order to enhance the consumer's intention to promote the development of bars on.