The Study of the Meaning and Consuming Behavior of Rural Night Markets-In the case of Yunlin County

• Main Authors: Yi-ching Hsu, 徐一菁
• Other Authors: Chung-ling Chen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/9485uu

碩士 === 南華大學 === 旅遊事業管理研究所 === 95 === 　　The rural area is not as the city having diversified recreational places and thus, the choice for the residents to be engaged in the outdoor leisure activities are limited. The night market is such a place that provides the residents for recreation and amusement at the nighttime. The rural night market is a unique facet of rural culture. It provides low-fare and diversified merchandise which facilitates resident’s life, and is also an occasion that residents can get together for fun. The study is set to understand the physical form of rural night market, the residents’ viewpoints toward the market, consumer’s motives, behavior profile, perceived importance and satisfaction toward the market attributes. The observation method, in-depth interview and survey method are used to collect the empirical data. The results shows that the rural night market is usually located around the places that crowds get together such as rail station or temple. The people who visit the market are mainly local residents most of which visit with partners, like family or friends. The main consuming motives to visit the night market are to be with family and alleviate work pressure. The level of satisfaction perceived toward the night market is median. In the analysis of the importance and satisfaction of market attributes, the result shows that a great deal of attributes need to be improved. It indicates that though rural night market is part of residents’ daily life, most residents are still not satisfied with most of the market attributes.