近年來，國人在夜市消費行為逐漸行成，在這種社會風氣潮流養成之下，許多的產業選擇跟消費活動合而為一，進而促使消費休閒觀光產業逐漸的被重視，本篇的研究是在於瞭解高雄市大專生前往夜市所產生的消費行為，更進一步探討夜市消費受訪者在夜市體驗消費以後的情況與感受。來提供有關主管管理單位與夜市經營業者在學術或經營策略上的改善或規劃夜市經營者之參考依據。 本篇的是研究採用問卷調查方式進行，問卷之內容包括接受訪問的消費者的基本屬性、夜市的消費經驗與消費的行為等三部份，有效問卷為457份。利用描述性統計、因素分析、信度分析、單因子變異數分析、獨立樣本T檢定、皮爾森相關分析、多元迴歸分析等統計方法進行實證分析。研究結果顯示：在消費行為的分析中，以「行為意向」的因素平均數為最高，最受到消費受訪者的認同；而不同屬性及消費經驗的消費受訪者對夜市體驗之消費行為部分具有顯著性的差異；再者於皮爾森相關分析當中，滿意度對行為意向具有顯著性之相關，即表示當夜市消費者對體驗滿意程度越高時候，後續行為意向無論在鼓勵親友及重遊意願上皆具有正向的影響力。 In recent years, people consuming behavior gradually formed in the night market. In this trend of social culture, many industry chooce to combine with consuming activities into one formation.To promote consuming leisure tourism industry is being taken gradually.This study is to understand the college students's consuming behavior of Kaohsiung citizens in the night market,to further explore the night market consumer's consumption and feelings after consuming in the night market.To provide academic or business strateigs for improving or planning the night market operators reference to the relevant management units and night market operators. The study fund that by questionnaire, including three parts: the basic attributes of consumer, the consumption experience of night market and the behavior of consumption. The valid questionnaires are 457. By using statistical methods, such as descriptive statistics, factor analysis, reliability analysis, single factor variance analysis, independent sample T test, Pearson correlation analysis and multiple regression analysis to do empirical analysis. The result shows that the analysis of consumer behavior, the average number of ＂behavioral intention＂ factors is the highest ; While in the Pearson correlation analysis, the satisfaction degree has significant correlation with behavior intention which means that when the night market consumers are satisfied with the experience. The higher the level of time, follow-up intention to encourage relatives and friends in the re-visit will have a positive influence.
