師大商圈意象、滿意度及重遊意願之研究

Abstract

本研究目的在探討師大商圈意象、遊客滿意度與重遊意願之研究，希望藉由問卷調查了解一般遊客、住戶及學生對於師大商圈的認知與感受，作為相關單位日後對於商圈規劃的參考。研究時間以2010年五月份初，透過便利抽樣法，以實際到師大商圈之民眾為研究對象，共回收有效問卷396份。研究工具包括商圈意象、滿意度與重遊意願量表。研究結果發現，一、人口統計方面，男女比例約各半，女性略多，以20-29歲居多，未婚者有八成，教育程度五成以上為大學專科，職業為學生者也佔有六成，個人平均收入為10,000元以下居多，且非居住在台北市其他里最高。二、商圈意象中得分由高至低前五名依序為「商圈有很高的知名度」、「商圈氣氛是熱鬧的」、「商圈有很方便的大眾交通運輸工具可到達」、「商圈具有多種不同風味的異國美食」、及「商圈的小吃好吃且有代表性」。得分最低前兩名為「商圈停車很不方便」、「商圈人潮太多，擁擠不舒服」。三、滿意度以「整體而言，逛師大商圈令我感到滿意」最高，「師大商圈服務設施令我感到滿意」為最不滿意。四、商圈意象、滿意度及重遊意願有顯著相關，顯示商圈意象分數越高，滿意度也越高，重遊意願也越高。

The purpose of this study is to investigate the impression and tourist satisfaction of the Shih-Da Business District. By surveying general visitors, neighborhood and students and understanding their cognition and feelings, the research results hopefully can be used as a reference for the future night market district planning. Through the convenience sampling method toward the actual visitors in mid-March 2010, a total of 140 valid questionnaires were collected. Surveys included the impression of the business district, satisfaction and revisit willingness. The results showed: 1. Demographic distribution: The male to female ratio is about half and half; ages are between 20-29; 80% were unmarried; more than 50% were with college education or above; 50%'s occupation were college students; the average income of individuals was under NT10,000; more than 60% were non-residents near the Shih-Da Night Market.2. The impression of the business district (top 5 in descending order): "The business district atmosphere is lively.", "The business district is very famous.", "The business district has many different flavors of exotic food." "The business district is very convenient to access with public transit system." and " Overall, I really like Shih-Da Business District. ". The bottom 2 were "Parking is very difficult around the business district." "The business district is too crowded." 3. Satisfaction: The highest is "Overall, I am pretty satisfied visiting the Shih-Da Business District.". The lowest is "The service facilities in the Shih-Da Business District ". 4. The relevance between the impression and satisfaction of a business district was significant, indicating the better impression of a business district, the higher satisfaction.