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

陳璋玲; 陳宏斌; 徐一菁

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

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P43 - 62

Humanities > Geography & Area Studies
Social Sciences > Physical Education

DOI： 10.29429/JSLHR

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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 / 01) ， P43 - 62

繁體中文 DOI： 10.29429/JSLHR.200903_4(1).04

鄉村型夜市；消費行爲；滿意度； rural night market ； consuming behavior ； satisfaction

Abstract │ Reference (33) │ Times Cited (5) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 33 ) 〈TOP〉

沈進成、廖若、周君研(2005)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究－以華山咖啡爲例。戶外遊憩研究，18(3)，59-79。
連結：
林素吟(2005)。服務品質、滿意度與購買意願關係之研究：層級干擾迴歸分析之應用。管理評論，24(3)，1-17。
連結：
Dorfman, P. W.(1979).Measurement and meaning of recreation satisfaction: a case study of camping.Environment and Behavior,11(4),483-510.
Engel, J. F.,Blackwell, R. D.,Miniard, P. W.(1995).Consumer behavior.New York:Dryden Press.
Fornell, C.(1992).A national customer satisfaction barometer-the Swedish experience.Journal of Marketing,55,1-21.

Times Cited ( 5 ) 〈TOP〉

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