[[alternative]]Discussion on the Factors of Consumption in Traditional Market--A Case Study of East and Republican Market in Chiayi City

[[abstract]] 根據經濟部白皮書保守統計，全國攤商人口占總就業人數的百分之一，傳統市場不會消失也不能消失。但如何將百年老貌的傳統市場加以活化，使其更符合現今社會一般消費者的期待及需要，是一門重要的課題。本研究藉由消費因素的探究來尋求問題點，透過問題的改善，期盼能走向下一個百年。方法：本研究以前往嘉義市東市場及共和市場(統稱大東市場)的消費者為研究母群體，採便利抽樣方式做問卷調查，共取得有效問卷230份，利用spss套裝統計軟體，對各研究假設選擇適合的統計方式進行資料分析。結果：個人背景變項在購物環境、地方依戀與顧客滿意度有部分顯著差異，購買環境、地方依戀與顧客滿意度三個構面之間各有其相關性。結果顯示「購物環境」因婚姻不同狀況、每週來傳統市場不同次數而有顯著差異，「地方依戀」、「顧客滿意度」會因每週來傳統市場次數不同而有顯著差異，居住地不同對「購物環境」、「地方依戀」構面有顯著影響。結論：在滿意度量表的敘述統計量結果，其平均數皆未超過3.8分，顯示消費者對大東市場似乎還存在更高的要求及期待，本研究希望提供給管理者及攤商參考。[[abstract]] According to the conservative statistics of the White Paper of the Ministry of Economic Affairs, the national market share of merchants accounts for one percent of the total employment, and the traditional market will not disappear or disappear. but how to activate the century-old traditional market, so that it is more in line with the expectations and needs of the general consumers in today's society, is an important issue. This study seeks the problem point through the inquiry of consumption factors, and looks forward to the next hundred years through the improvement of the problem. Methods: In this study, the consumers who went to the Chiayi City East Market and Republican Market (collectively referred to as Dadong Market) were studied by means of a questionnaire survey, a total of 230 effective questionnaires were obtained, and the statistical software of SPSS set was used to analyze the suitable statistical methods of each research hypothesis. Results: Personal background variables have some significant differences in shopping environment, local attachment and customer satisfaction. There are correlations between the three aspects of consumption environment, local attachment and customer satisfaction. The results show that the ＂shopping environment＂ is significantly different due to different marriage conditions and different times in the traditional market every week. ＂Local attachment＂ and ＂customer satisfaction＂ will be ignificantly different due to the number of traditional markets coming each week, and the place of residence is different. It has a significant impact on the ＂shopping environment＂ and ＂local attachment＂ facets.Conclusion: The average number of narrative statistics on the satisfaction scale is less than 3.8, indicating that consumers still have higher requirements and expectations for the Dadong market. This study hopes to provide reference to managers and vendors