A Study on Influences of Consumer Perceived Values, Satisfaction and Revisit Intention—A Case of Feng-Chia Night Market

• Main Authors: LIU, KUAN-LIN, 劉冠麟
• Other Authors: LIU, HAN-YU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/rt59cf

碩士 === 康寧大學 === 企業管理研究所 === 105 === The purpose of this research is to discuss the tourists’ perceived value, satisfaction and revisit intention about Feng-Chia night market. In the research, we adopt questionnaires to survey the tourists at the school gate of Feng-Chia university. Using the method of descriptive satistics analysis, one-way ANOVA analysis, and regression analysis, we have found that (1) Age, educational level, job, monthly income, and travel times influence the perceieved values, satisfaction andrevisit intention. (2) Tourists value night market snack and types of goods. (3) Tourists satisfaction is siganificantly positive related night market snack and life fun. (4) The key points of revisit intention about Feng-Chia night market are snack, shopping, and word of mouth. Result of this research suggest (1) The forever development of Feng-Chia night market are snack management and innovation. (2) Multiple types of goods should be more emphasized because that is the key factor to attract tourists to Feng-Chia night market.