| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 100 === This research is aimed to study the experience motivations and the environmental perception in Taipei night markets.
While motivations are classified into personal and social motives, three major dimensions of environmental perceptions are physical environment, service environment and related facilities. Data are collected through questionnaire survey from Taipei residents and students and are analyzed by several statistical methods.
Results show the main motivations to visit night market are food consumption, place for family/friends gathering. The most important environmental factors are “food quality”, “convenient transportation” and “public facilities” ,while the least important factors are “well-dressed waiters” and ”modern equipment.” According to our study, it’s is obvious that customers focus on food and clean environment, but don’t care much about service and equipment when strolling around the night markets. Suggestions are further made to the company and city administrations to upgrade the management.
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