意見氣候如何影響夜市觀光客之購買意圖──以產品種類與主觀規範為調節效果

How Opinion Climate Affects Night Market Tourists’ Purchase Intention - The Moderating Effects of Product Type and Subjective Norm

本研究利用實驗法，以士林夜市的大陸觀光客為研究對象，將士林夜市的觀光客分成四種意見氣候的觀光客，搭配兩種產品種類與主觀規範做實驗組合。本研究於士林夜市和委託旅行業者，總計發放250份問卷，共回收215份有效問卷。研究發現從大陸來台的觀光客中，屬於多數無知的觀光客是有最高的購買意圖。同時研究結果也指出，對於搜尋品的購買意圖是顯著高於經驗品。而主觀規範對於意見氣候的購買意圖影響也是顯著，也就是說，當觀光客來台夜市消費時，會受到攤商的排隊人潮所吸引，人潮越多，就越容易吸引觀光客消費，又以搜尋品購買意圖最高。對於任何觀光客而言，親人、朋友的意見都是會影響到觀光客的購買意圖。因此，若夜市的攤商可以有效的聚集人群，或是利用排隊的動線讓人潮看起來很多，這樣便可以獲取更好的效益並有效增加觀光客的購買意圖。

Experiment was used in this research, four Opinion Climates with two Product Types and Subjective Norms as practice groups, examining China tourists who visit Shilin Night Market. We released 250 questionnaires in Shilin Night Market and travel industry, had received 215 questionnaires. According to our research results, when China tourists consumed in Night Market, they would be attracted by crowd of people. And also, Searching goods had more Purchase Intention than Experience goods. Last, parents and friends would influence tourists’ Purchase Intention. Therefore, if the vendor of Night Market can effectively gather people, or make a crowd of people, they may gain more benefits and the tourist had much more intention to buying goods.