臺北市消費者於傳統市場購買意願之研究

The Study on Consumers' Purchase Intention of Traditional Market in Taipei

本文以臺北市傳統市場為研究範圍，探討購物環境、消費者生活型態、顧客滿意度與購買意願的關係，訪問對象以臺北市民眾為主，發放268份問卷，有效問卷240份，利用結構方程模型驗證假說。實證結果發現消費者生活型態對購買意願有顯著正向影響；購物環境對顧客滿意度及購買意願有顯著正向影響；顧客滿意度對購買意願有顯著正向影響。研究結果顯示傳統市場在購物環境方面，應加強整體環境舒適度與動線流暢度，以避免環境髒亂與人潮擁塞的情況；攤商除對產品具有專業知識外，更應該提供良好的服務以建立良好口碑，此舉將有助於增加顧客滿意度，提升消費者購買意願。在消費者生活型態方面，傳統市場可以根據消費者之生活型態作為和其他零售通路之市場區隔因素，並且充分發揮傳統市場的人情味，產品來自自產自銷、確保品質與來源等優勢，以提高消費者到傳統市場之購買意願。

This study selected traditional markets in Taipei as a research objective to comprehend the relationship between purchasing environment, consumers’ lifestyle, satisfaction and purchase intention. The study applied systematic sampling for sample selection and survey 268 residents in Taipei and 240 valid questionnaires were received. The structural equation model (SEM) is employed to verify the hypothesis. The results found that lifestyle has a significant positive effect on purchase intention; purchasing environment has a significant positive effect on satisfaction and purchase intention, and satisfaction has a significant positive effect on purchase intention. According to the result, this study recommends the traditional markets should strengthen the overall environmental comfort and dynamic line fluency and vendors should provide a good service attitude and enhance the expertise of products to establish a good word of mouth. Moreover, traditional markets could use lifestyle as market segmentation variables to plan business strategies and make a good use of human touch to increase product quality for consumer purchase intention.