觀光夜市消費者重遊意願影響之研究──以台北市為例

A Study on the Influence of Consumers' Intention to Revisit in Tourist Night Markets-Taking Taipei City as an Example

近年來在相關單位宣導與協助之下，陸續將台灣各地著名夜市提升為「國際化」的觀光夜市，觀光夜市所吸引的消費者，已不僅侷限於地方或區域性的消費族群，更成為許多外國人來台洽商或遊客所必經之地。根據交通部觀光局歷年來之調查，「夜市」一直為國外旅客來台灣必經的主要遊覽景點。該調查亦顯示，大台北地區國際觀光夜市是吸引國內外觀光客享受當地小吃、玩遊戲、逛街與購物等項目之重要誘因，其亦扮演了吸引國際觀光客及當地民眾夜間休閒活動之重要角色。本研究將透過調查大台北地區消費者對於觀光夜市之消費體驗價值與夜市意象對消費者重遊意願之影響，建立消費者對於觀光夜市之二元羅吉斯選擇模式。並藉由該模式之策略分析功能，提供增加觀光夜市重遊意願之關鍵策略與效益評估。

In recent years, with the promotion and assistance of relevant units, the famous night markets in Taiwan have been upgraded to "international" tourist night markets. The consumers attracted by tourist night markets are not limited to local or regional consumer groups. A place where many foreigners come to Taiwan for business negotiations or tourists. According to surveys conducted by the Tourism Bureau of the Ministry of Communications over the years, the "Night Market" has always been a major tourist attraction for foreign tourists to Taiwan. The survey also shows that the international tourist night market in the Greater Taipei area is an important incentive for domestic and foreign tourists to enjoy local snacks, games, shopping and shopping. It also plays an important role in attracting international tourists and local people’s night leisure activities. . This study will investigate the consumer experience value of the night market in the greater Taipei area and the influence of night market imagery on consumers' willingness to revisit, and establish a binary logis selection model for consumers in the night market. And with the strategic analysis function of this model, it provides key strategies and benefit evaluation to increase the willingness to revisit the tourist night market.