| Summary: | 碩士 === 國立嘉義大學 === 體育與健康休閒學系研究所 === 103 === In recent years, people have gradually cultivated the habit of exercise; under this kind of social values, many industries incorporate the exercise with their businesses, which has made sports recreation industry been valued. The study aims to understand the consumer behaviors of junior high school students in Chiayi county and Chiayi city when they go to the night market. We further discuss interviewees’ feelings when they experience sports-related leisure activities in the night market in order to provide the night market improving or planning plans as reference for the related management units and academic research.The study adopts convenience sampling to pass out our questionnaires. The questionnaire includes three parts as follows: basic characteristics of interviewees, consuming experience of night market and consumer behavior of night market. There are 457 effective questionnaires. We use descriptive statistics, factor analysis, reliability analysis, one-way anova, independent sample t test, Pearson correlation coefficient analysis and multiple regression analysis to do the empirical analysis. The results show that, in the analysis of consumer behavior, the highest average is behavioral intention; different characteristics and consuming experience partly affect consumer behavior of night market. In Pearson correlation coefficient analysis, satisfaction significantly related to behavioral intention, which means the higher satisfaction of the tourists, the more positive influence on their behavioral intentions.
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