The effects of leisure motivations and environmental attributes on consumer's approach-avoidance behaviors toward night markets – Examining the moderating effect of consumer types
| Autor: | Chi Chen, 程琪 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 The national income of Taiwan has constantly raised and the government has promoted tourist industry actively; therefore, leisure and tourism activities have become essential part for peoples’ life. Night markets are traditional culture of Taiwan, and they offer places for people to have a good time at nights. Night markets also improve the economic development of Taiwan’s local areas. This study selected Shilin night market to explore how leisure motivations as well as environmental attributes of night market may affect consumers’ approach-avoidance behaviors. Besides, this study also examined the potential moderating effects caused by different consumer types. This study interviewed 20 consumers to collect information of different consumer types, and designed questionnaires to collect research data. Finally the valid sample was comprised of 549 respondents. The empirical results are showed as follows. First, leisure motivations as well as night market attributes can positively affect consumers’ approach behaviors. Second, the relationships between leisure motivations (such as intellectual and mastery factor) and approach-avoidance behaviors, as well as the relationships between night market environmential attributes (such as pleasure atmosphere and infrastructure factor) and approach-avoidance behaviors, would be moderated by consumer types. Furthermore, the study provides some suggestins for government to desigen tourism policies and for practitioners to design marketing programs. These improvements could effectively promote the local tourism industry and economic values. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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