摘要
夜市消费已经成为社会经济,和人们休闲娱乐消费的重要组成部分,本文尝试对影响夜市消费行为的因素进行探索性研究,为夜市管理规划者提供管理规划依据,同时为夜市经营者采用更好的经营策略和提高经营效益提供理论依据。研究通过问卷调查的方式,发现消费者夜市消费行为具有独特的消费特点,夜市消费者的满意度和夜市消费行为受夜市环境、消费者体验、夜市区位等因素的驱动。
Night market consuming has become a key part of social economy and recreational consumption. This paper studies factors that influence night market consuming behavior to provide management planning basis for the night market management planners and to give a theoretical basis for night market operators to adopt better business strategies and improve operational efficiency. By way of questionnaires, the research finds out unique consumption characteristics of consumption behavior in night market, night market consumer satisfaction and night consumption behaviors driven by factors like night market environment, consumer experience and night market location.
出处
《宁波广播电视大学学报》
2012年第3期33-38,共6页
Journal of Ningbo Radio & TV University
关键词
夜市
消费者满意
消费者行为
动机
Night market
Consumer satisfaction
Consumer behavior
Motivation
