商圈知覺價值、滿意度與行為意圖之研究──以臺北西門町商圈為例

A Study of the Perceived Value, Satisfaction and Behavior Intention - The Case Study of Ximending Business District

休閒觀光業市場逐漸受到消費者重視，休假的次數增加，在休閒方面的花費也逐漸遞，西門商圈一直以來深受臺灣年輕消費者喜愛，不但交通便利，更是外國旅客來臺灣旅遊的首選之的。本研究目的欲調查西門町商圈之消費者知覺價值，滿意度及行為意圖；探討西門町商圈消費者的知覺價值對滿意度之關係；探討西門町商圈消費者的滿意度對行為意圖之關係。其研究結果顯示：西門町商圈消費者的知覺價值對滿意度有顯著相關性，西門町商圈消費者的滿意度對行為意圖有顯著相關性，最後針對西門町商圈提出實務建議及後續相關學術研究方向，期望本研究有助於西門町商圈經營管理之參考。

Recreation and tourism have gained a growing concern from customers these days. As people enjoy more holidays, they would like to spend more money on their recreation spending. Ximending business district in Taiwan is popular among young customers. With its convenient transportation, it has also become a top destination for foreign tourists coming to Taiwan. This study focused on the customer perceived value, customer satisfaction, and behaviour intention in the Ximending business district, including the correlation between customer perceived value and customer satisfaction, the correlation between customer satisfaction and behaviour intention. The results show that in terms of the customers in the Ximending business district, their perceived value is related to satisfaction, and satisfaction correlated with behavioural intention. Based on these conclusions, this study offered some practical suggestions and future research directions. Also, the findings could be a guideline for the operation and management in Ximending business district.