| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 101 === Night market in Taiwan has become an important sightseeing attraction. Night markets not only provide vital night life, they also play a vital role in leisure time, Taiwanese culture, and economic growth. According to the research of Tourism Bureau in 2011, night market is the main tourism site for seventy-four percent of tourists. Thus, the trait of the consumers purchasing behavior, the value of consumers, the image of the night market, and the consumer’s behavior for choosing a night market have become significant questions. The purpose of the research is to determine what affects the consumers’ behavior for choosing a night market in the Taipei area. This research investigates night market consumers in Taipei were divided into four separated groups and then analyzes data through a logistic regression model.
The founding shows that the consumers’ choices will be influenced by the time and that each individual group also appears consumer characteristic is existed difference relationship. The result will provide a suggestion for attracting tourists and possibly making improvements to increase consumer attendance; furthermore, to make the Taipei night markets more desirable tourist destination.
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