Academic Journal of Business & Management, 2020, 2(2); doi: 10.25236/AJBM.2020.020208.
Ren-Hua Kung1, Shun-Cheng Wu2, Kwei-Tjun Wei3
1 Department of Hotel Management, Vanung University of Science and Technology, Taoyuan, Taiwan
2Department of Hotel Management, Vanung University of Science and Technology, Taoyuan, Taiwan
3 Department of Tourism and Leisure Management, China University of Technology, Taipei, Taiwan
[email protected]
Night markets in Taiwan have a history of more than 100 years. Usually, there are small tables and benches on the roadside to sit and enjoy the night market food, or take away. The street vendors of the nightlife in Taiwan show the creativity and charm of Taiwanese cuisine in a crowded way. In addition to food, they can also buy clothing and small items. Game-type street vendors are one of the entertainment activities. Night markets are usually because of the convenient local transportation, There is a wide field where many people gather to form. This study takes Shilin night market tourists as the object of discussion, and intends to make consumption motivation, satisfaction and willingness intention to Shilin night market tourists. Explore the relationship between consumer spending motivation and consumer satisfaction, and the relationship between consumer satisfaction and consumer willingness to revisit. The results of the study show that consumer consumption motivation has significant correlation with satisfaction, and consumer satisfaction versus revisit willingness. Significant correlation. Finally, it puts forward practical suggestions and related academic research directions for the Taipei Shilin Night Market. It is hoped that this research will be helpful for future Shilin Night Market operation and management.
Night market, Consumer motivation, Satisfaction, Revisit intention
Ren-Hua Kung, Shun-Cheng Wu, Kwei-Tjun Wei. A Study of the Consumer Motivation, Satisfaction and Revisiting Intention—The Case Study of Shilin Night Market. Academic Journal of Business & Management (2020) Vol. 2, Issue 2: 59-70. https://doi.org/10.25236/AJBM.2020.020208.
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