觀光夜市的服務接觸、體驗價值與品牌體驗之關係探討

The Relationships of Service Encounters, Experiential Values and Brand Experiences in the Tourist Night Market

觀光夜市通常被視為是旅遊目的地，或是當地居民外出逛街、購物、吃東西的發生地。本研究彙整服務接觸、體驗價值、品牌體驗，以探討觀光夜市台籍遊客的消費情境與行為模式。本研究多次修改量表以符合研究標的特性，並採行問卷調查法，共回收531份有效問卷，依序進行驗證性因素分析、結構方程式、複核效度檢測。主要理論貢獻為：（1）服務接觸對體驗價值具有顯著正向影響，且兩者衡量構面之間彼此存在對應關係。（2）體驗價值在服務接觸與品牌體驗之間具備完全中介角色。最後，提供觀光夜市地方行銷的實務建議。

The tourist night market is regarded as a tourist destination and a venue for local residents to shop and eat out. This study investigates the relationships among service encounters, experiential values and brand experiences to assess consumption situations and behavioral patterns of Taiwanese tourists in the tourist night market. Modifications to former questionnaires were made to meet the purposes of this study. A quantitative survey was conducted and 531 questionnaires were collected. CFA, SEM and cross-validation methods were used to examine the model stability and validity. Research findings suggest the following: (1) Service encounters had a significant positive impact on experiential values, and one-to-one correspondences between these two constructs. (2) Experiential values had a full mediating effect between service encounters and brand experiences. In summary, the local marketing practices of the tourist night market are recommended.