夜間休閒活動之消費動機與休閒阻礙對消費行為影響之研究

The Effects of Consumption Motivation and Leisure Constraints on Night Leisure Activities

鑑於夜間休閒活動日益豐富且受到消費者歡迎，本研究以夜間休閒活動為研究背景，探討消費動機、休閒阻礙與消費行為之關係。由於參與夜間休閒活動者多為青少年，而青少年活動又以網路為主，故本研究透過網路進行問卷調查。回收的220份問卷扣除20份無效問卷後，有效問卷為200份，有效回收率達90%。結果發現：（1）消費者參與夜間休閒活動的動機分為理性動機與情緒動機；而影響消費者參與夜間休閒活動的阻礙因素分成個人阻礙與外在阻礙（功能性和情感性）；（2）消費者參與夜間休閒活動的理性動機與其消費行為呈負向顯著影響；（3）功能性外在阻礙與個人阻礙均會影響夜間休閒活動的參與行為，但未與消費動機產生交互作用。

In view of the night leisure activities are getting popular, this study focuses on the night leisure activities to explore the relationship between the consumer motivation, leisure constraints, and consumer behavior. Since the most of participants of night leisure activities were teenagers, and their major activities were usually based on internet, so this study investigated through the internet. After deleting 20 invalid questionnaires from the returned 220 questionnaires, valid questionnaires ware 200, the effective recovery rate of 90%. The results showed that: (1) consumer motivations are divided into rational and emotional, and leisure constraints affecting consumer who participates in night leisure activities are divided into personal constraint and extrinsic constraint (functional external constraint and affective external constraint); (2) the stronger motivation when consumers want to participate in night leisure activities, the more likely affect consumer behavior. Rational motivation affects the consumer behavior negatively; conversely, emotional motivation does not affect the consumer behavior significantly; (3) both functional external constraint and personal constraint will directly affect consumers' night leisure activities, but the interaction of constraints and motivations is not significant.