消費者行為之研究：以基隆廟口夜市為例

The Study of Consumer Behavior of Hypermarkets

基隆廟口夜市自成立以來，已有幾十年的歷史，也經歷多次的改革。在攤販的數量、食物的多樣性、交通的便利性做了許多改變；基隆廟口夜市的食物多樣性居全台之冠，為了增加旅客來訪的次數，從基隆火車站的改建到鬧區二信循環站和東岸停車場的更改，此舉也為提高了廟口夜市周圍的交通便利性，此研究為了探討遊客對基隆廟口夜市的服務品質及顧客滿意度。本研究目的為探討基隆廟口消費者行為現況分析與差異性考驗。採隨機抽樣，共發出300 份問卷，有效回收率為100%。研究主要結論為：（一）不同月收入，在「服務態度」上達顯著水準；（二）不同消費金額，在「方便性」上達顯著水準；（三）不同消費商品，在「方便性」、「多樣性」上達顯著水準。研究建議：從（一）服務態度；（二）交通方便性；（三）商品多樣性及環境衛生做改善。

Snacks of Miaokow in Keelung from establish, have already had history of several decades, also experience many reform. The convenience in diversity, transportation of the peddler's amounts, foods did many changes; Snacks of Miaokow in Keelung night market of food diversity take the top share among whole, for the sake of increasement the traveller come to visit of number of times, set up a downtown area from the changing of Keelung train station two letters circularly stand and changing of east coast parking lot, this action also for raised the transportation convenience of Snacks of Miaokow in Keelung night market surroundings, this research for the sake of study the visitor's service quality and customer's satisfaction to the Snacks of Miaokow night market. The study purpose was explore current condition and different test of consume behavior of snacks in Keelung Miakow. Adopt a random sampling, totally send out 300 questionnaires, the effective recovery rate is 100%. The main conclusion was: (A) Different monthly income, achieve the significance level on'service attitude'; (B) Different consume the amount of money and achieve the significance level on'the convenience'; (C) Different consume a merchandise and achieve the significance level on'the conveniences', ' diversity '. The suggestion: From (a) Service attitude (b) Transportation convenience (c) Merchandise diversity and environmental hygiene do improvement.