消費者對鄉村型夜市的消費動機與屬性認知之研究－以雲林縣爲例

The Study of Consuming Motives and Cognition of Attributes of Rural Night Markets-the case of Yunlin County

陳璋玲(Chung-Ling Chen) ； 陳宏斌(Hung-Pin Chen) ； 徐一菁(Yi-Ching Hsu)

《運動休閒餐旅研究》 4卷1期 (2009/03) Pp. 43-62

https://doi.org/10.29429/JSLHR.200903_4(1).04

摘要

鄉村地區不似都會區有多樣化的遊憩場所，居民大都在白天工作之餘所能從事的休閒娛樂活動種類有限，而夜市即提供居民一個夜間休憩及遊樂的場所。鄉村型夜市是台灣鄉村地區特有的文化之一，其提供低廉消費的各式樣商品爲居民帶來生活機能上的便利，也是社區居民定期齊聚一起及彼此活絡感情的地方。目前有關鄉村型夜市的研究不多，本研究以此爲研究題材，實地觀察鄉村型夜市的型態、訪談當地居民對鄉村型夜市的看法，並透過問卷調查瞭解居民的消費動機和消費特性，以及對夜市屬性在消費前的重視及消費後的滿意情形。本研究發現，鄉村型夜市通常位於鄉鎮地區火車站或廟宇附近人潮多的地區，當地居民是主要的消費客群，通常是和家人或朋友結伴而來。鄉村型夜市的消費動機主要是爲了陪家人或朋友或舒解工作壓力放鬆心情等。對鄉村型夜市的整體評價，感到普通，另夜市屬性的重視度和滿意度認知上，有多數屬性屬於加強改善的項目，可見鄉村型夜市雖已成當地居民生活的一部分，但居民仍對多數的夜市屬性感到不滿意。

關鍵字

鄉村型夜市 ； 消費行爲 ； 滿意度

並列摘要

The rural area is not as the city having diversified recreational places and thus, the choice for the residents to be engaged in the outdoor leisure activities is limited. The night market is such a place that provides recreation and amusement for the residents at nighttime. The rural night market is a unique facet of rural culture. It provides low-fare and diversified merchandise which facilitates resident's life, and is also an occasion that residents can get together for fun. The study is set to understand the physical form of rural night market, the residents' viewpoints toward the market, consumer's motives, behavior profile, perceived importance and satisfaction toward the market attributes. The observation method, in-depth interview and survey method were used to collect the empirical data. The results showed that the rural night market is usually located around the places that crowds get together such as rail station or temple. The people who visit the market are mainly local residents most of which visit with partners, like family or friends. The main consuming motives to visit the night market are to be with family and alleviate work pressure. The level of satisfaction perceived toward the night market is medial. In the analysis of the importance and satisfaction of market attributes, the result showed that a great deal of attributes should be improved. This indicates that though rural night market is part of residents' daily life, most residents are still not satisfied with most of the market attributes.

並列關鍵字

rural night market ； consuming behavior ； satisfaction

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