隨著開放大陸遊客來台觀光，夜市已成為陸客來台觀光的熱門景點之一。中部逢甲夜市具有獨特的在地文化氛圍，同時亦不斷地推陳出新的特色飲食商品，廣受陸客的熱烈喜愛。由於夜市觀光提供陸客各類體驗與服務接觸，良好的體驗過程有助於對體驗價值與信任的提升，進而提升對逢甲夜市之口碑傳播意願。本研究針對陸客透過問卷方式蒐集研究資料，並使用SPSS 20.0統計軟體抽樣327份之有效樣本進行實證分析，實證結果發現「服務接觸」正向影響「顧客體驗」與「體驗價值」，「顧客體驗」正向影響「體驗價值」與「信任」，「體驗價值」正向影響「信任」與「口碑傳播意願」，「信任」正向影響「口碑傳播意願」。最後，提出夜市觀光管理與實務建議以及未來學術之研究方向。

Night-market has become one of the most popular tourism attractions to tourists from Mainland China since the opening of cross-strait tourism between Mainland China and Taiwan. The Feng-Chia night-market located in central Taiwan reveals its unique atmosphere of local culture and continuously releases new products; which has attracted vast amount of mainland Chinese visitors to visit. Since night-market tourism offers abundant experiential and service encounter to mainland Chinese visitors, it is proposed that favorable experiencing process could help to raise experience value and trust, thus it could further promote intention of word-of-mouth marketing for Feng-Chia night-market. This study collects data from 327 questionnaires, and applies SPSS 20.0 statistical software for data analysis. Empirical results show that: service encounter positively affects customer experience and experience value; customer experience positively affects experience value and trust; experience value positively affects trust and willingness to conduct word-of-mouth marketing; trust positively affects willingness to conduct word-of-mouth marketing. Finally, according to the theoretical framework of research and findings, suggestions for tourism night-market' management policies and further academic research are proposed.

目 錄
中文摘要 i
英文摘要 ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 7
第一節 服務接觸 7
第二節 顧客體驗 9
第三節 體驗價值 11
第四節 信任 13
第五節 口碑傳播意願 14
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假設 16
第三節 研究變數及其操作性定義 18
第四節 問卷設計與調查實施 24
第五節 資料分析方法 25
第四章 樣本結構與資料分析方法 28
第一節 樣本結構分析 28
第二節 敘述性統計 34
第三節 信度與效度分析 45
第四節 因素分析 51
第五節 相關分析 60
第六 節迴歸分析 61
第五章 結論與建議 68
第一節 研究結論 68
第二節 研究建議 70
第三節 研究限制與未來方向 71
中文參考文獻 72
英文參考文獻 73
問卷 79

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