大陸遊客在六合夜市消費之夜市印象、顧客價值及消費決策行為之探討

A study on the factors of night market image, customer value and consumer decision behavior of Mainland China Tourists in Liu-Ho Tourist Night Market.

林庭伃(Ting-Yu Lin)

指導教授 ： 吳美宜

國立高雄餐旅大學/廚藝學院/台灣飲食文化產業研究所/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00061

摘要

近年來由於大陸地區的高度經濟成長率，使得該地區出國旅遊的人數急速地攀升，世界旅遊組織更預估2020年後中國將成為全世界第四大觀光客來源國家，是臺灣發展觀光產業不容忽視的現象。飲食消費行為在旅遊行程中一直是重要的一環，了解觀光客旅遊行程中的飲食消費行為對提升觀光產業競爭力具有一定的影響力。本研究的目的是探討陸客造訪觀光夜市時飲食消費行為的表現，採用結構方程模式(SEM)為研究工具，針對陸客對高雄六合夜市的印象、顧客價值及在夜市中的飲食消費決策行為等構面進行研究；藉由了解陸客對六合夜市的印象及消費，分析陸客在臺的飲食消費行為以提升高雄地區飲食產業所具備之優勢，進而作為日後改善的依據。
本研究針對拜訪過高雄六合夜市之大陸遊客進行問卷調查，問卷內容包含「對臺灣小吃之認識」、「消費決策行為」、「夜市印象」、「顧客價值」、「消費金額」、「停留時間」、「顧客背景」等部分。實際發放問卷240份，扣除無效回答及漏答之問卷予以淘汰，有效問卷共207 份，問卷有效率86%。資料分析方法包含敘述性統計分析、信度分析、項目分析、因素分析、結構方程模型分析等。研究結果顯示：1.大陸遊客對臺灣小吃的認識程度對消費決策行為有顯著正向影響，2. 夜市印象對消費決策行為(資訊收集搜尋、評估、購買決策)等有顯著正向影響3. 消費決策行為與夜市印象對顧客價值有顯著正向影響4.消費決策行為對消費金額與停留時間則有負向顯著的影響，而顧客價值對消費金額、停留時間的影響則不顯著。

關鍵字

大陸旅客 ； 觀光夜市 ； 商店印象 ； 顧客價值 ； 消費決策行為

並列摘要

Since the mainland China's high economic growth rate in recent years, the number of people in this region traveling abroad is rapidly rising. According to this phenomenon, the World Tourism Organization predicts, after 2020, China will become the world's fourth largest source of tourists to countries. Therefore, to develop the tourism industry in Taiwan, the preferences and mode of consumption cannot be overlooked. Food consumption in the travel has been a part cannot be ignored. Accordingly, the quality of the diet conditions has a certain influence on enhancing the tourism industry. The purpose of this study is to investigate the consumer behavior of the mainland tourists in tourist night market. Tools including structural equation modeling (SEM) is used for analyzing the factors of night market image、customer value and consumer decision making behavior. Through this study, the advantages and disadvantages of diet condition for Mainland China Tourists in Liu-Ho Tourist Night Market of Kaohsiung area are recognized, and provided as basis for further improvement.
The study is proceeding by sampling investigation in accordance with the Mainland China Tourists those who have already visited Liu-Ho Tourist Night Market, The content of the questionnaire includes Taiwan snakes understanding, decision making, night market Image, Customer Value, the amount of consumption, time stayed, and background of Mainland China Tourists. 240 questionnaires are sent out, after eliminating those ones with missed answers, 207 valid questionnaires are collected, and the effective response rate is 86%. The methods used for data analysis include descriptive statistics, reliability analysis, item analysis, factor analysis, and structural equation modeling. The study show to us : 1. The level of awareness of mainland tourists to Taiwan snacks have a significant positive impact on consumer decision-making behavior,2. Consumer decision-making behavior (including : information gathering, evaluation, purchase decision) has a significant positive impact on the night market image of the tourists. 3. Consumer decision-making behavior and night market Image have significant positive effect on customer value. 4. Consumer decision-making behavior would have a significant negative impact on the amount and duration of consumption, while the impacts to both the amount of consumption and the saying time caused by night market image and customer value are not significant .

並列關鍵字

Mainland China Tourist ； Tourist Night Market ； Store Image ； Customer Value ； Decision Making

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