| Summary: | 碩士 === 大仁科技大學 === 休閒事業管理研究所 === 106 === ABSTRACT
This study was to explore the motivation and satisfaction of consumers in Hualien. The research method is questionnaire and took Purposive Sampling. The valid questionnaire samples are 384. All the data collected was all through a set of procedure, that’s Descriptive Statistics Analysis, Reliability Analysis, Validity Analysis, T-test, One Way Analysis of Variance, Pearson Correlation, and Regression Analysis. The following is the discoveries of this study.
1. Most of the interviewed consumers are married, and the male population is larger than the female one. As for consumer’s satisfaction, the highest satisfaction occurs to the group with the average monthly income below NT$ 20,000. And senior citizens (aged over 60 years old) have higher shopping motive. As for the educational background, consumers with high school or vocational high school degrees and above purchase more than the other groups. Consumers who are willing to spend more money on tea falls on the two expense groups separately from NT$ 501 to 1000 as well as from NT$ 1,001 to 3,000.
2. The male consumers have higher satisfaction than the female ones. Consumers aged more than 60 years old shop more than the other age groups. Consumers with income lower than NT$ 20,000 are more satisfied. The variances of educational background and marital status have reached the significant difference.
3. he shopping motive factors and customers’ satisfaction are positively correlated.
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