| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 104 === In the Japanese colonial period in Taiwan, there have been some places similar to today’s traditional market where selling fishes, fruits and vegetables. With the transformation of economic development and industrial structure, people''s lifestyle change gradually, meanwhile, plus many discount stores, hypermarkets and and supermarkets built islandwide, these new kings of retailers provide customers good purchasing environment which make them having good purchasing environment, these factors bring impact to traditional markets and result in the tendency of gracual decline of traditional markets. This research selected the traditional markets in Taipei as a reaearch objective to comprehend the relationship between purchasing environment, consumers’ lifestyle, satisfaction and purchase intention.
Theis research’s questionnraies apply convience sampling methoed to survey 268 Taipei residents and 240 valid questionnaires were received, and using Structural Equation Model (SEM) to verify the hypothesis. The result found that lifestyle has a significant positive effect on purchase intention; purchasing environment has a significant positive effect on satisfaction and purchase intention, and satisfaction has a significant positive effect on purchase intention.
According to the result, this research recommend the traditional markets should strengthen the overall environmental comfort and dynamic line fluency, vendors should provide a good service attitude and enhence the expertise of products to establish a good word of mouth. Besides, traditional markets could use lifestyle as market segmentation variables to plan business strategies, make a good use of human touch, and increase product quality to increase consumer purchase intention.
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