| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === This study focused to explore the relationship between leisure shoppers’ lifestyle and consuming behavior for consumers shopping at Feng-Chia night market corridor. There were 550 structural questionnaires disseminated, and 434 copies were returned and 391 were valid for further statistic analysis, including frequencies and hypothesis test. The main findings were concluded as followings：
1.Traffic convenience was associated with the age, education level, occupation, and individual income per month of the Feng-Chia night market leisure shoppers.
2.The consideration of consumption place was associated with the mirage situation of the shoppers.
3.Loyalty differed as a function of gender, age, mirage situation, and occupation of the Feng-Chia night market leisure shoppers.
4.The consuming experience and behaviors were associated with the gender, age, mirage situation, education level, and individual income per month.
5.The Feng-Chia night market leisure shoppers’ lifestyle was categorized as the Conservative-home group, the Independent-life group, the Tries-novelly life group, and the Fashion active group.
6.The leisure shoppers of the Fashion active group had more higher motivation, satisfaction, and loyalty than other groups.
Further specific principles were advised of the Feng-Chia night market operator and future researcher on the research results.
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