本研究主要探討消費者對逢甲夜市之目的地意象，且以性別做為分類變數，進一步探討男女消費者之目的地意象是否有差異。首先本研究藉由個人涉入程度量表 (RPII) 篩選出十六名對研究主題有高涉入程度之消費者作為訪談對象，再透過隱喻誘引法 (ZMET) 對受訪者進行深度訪談挖掘心中的構念 (Constructs)，接著利用方法目的鏈 (MEC) 將構念分成屬性、結果、價值三種層級，找出消費者目的地意象中的重要構念，並探討背後其鏈結關係。研究結果發現，全體受訪者之目的地意象為「品牌口碑→嚐鮮→新鮮感」、「逛街環境→整潔→舒適感」、「多樣化選擇→一次購足→便利性→效率」、「逛街環境→人潮擁擠→逛街品質差→困擾」、「逛街環境→危險→安全疑慮→害怕」。而男性受訪者重視大眾運輸「功能性」的結果，女性受訪者則較重視「經濟實惠」的結果；在逛街環境的屬性部分，男性受訪者感到「困擾」，女性受訪者則是感到「安全疑慮」的價值。藉由本研究可以更深入瞭解消費者的目的地意象以及隱藏於目的地意象後的心理認知價值，最終研究結果可供夜市管理業者及攤商擬定行銷策略作參考之用。

This study mainly examined consumers’ destination images of Feng Chia Night Market, using gender as a categorical variable to more closely examine whether differences exist between the destination images of male and female consumers. First, this study utilized the Revised Personal Involvement Inventory (RPII) to select 16 consumers who showed high involvement with the research topic as interviewees. Through the Zaltman metaphor elicitation technique (ZMET), in-depth interviews were conducted with the interviewees to discover their inner constructs. A means-end chain (MEC) was then used to divide constructs into three levels: attribute, consequence, and value, then identified the key constructs of a consumer’s destination image, and examined the relationships behind these constructs. The findings indicated that the destination images of all respondents were as follows: “Brand reputation→trying something new→novelty,” “shopping environment→cleanliness→comfort,” “diverse selection→one-stop shopping→convenience→efficiency,” “shopping environment→crowds→low shopping quality→distress,” and “shopping environment→danger→safety concerns→fear.” Male respondents valued the “functionality” consequence of public transportation, whereas female respondents valued the consequence of “affordability.” With regards to the shopping environment, male respondents emphasized the value of “distress,” whereas female respondents emphasized the value of “safety concerns.” This study can be used to further understand of the consumer''s destination image and the hidden perceived value behind destination image of consumers. The conclusions can serve as a reference for night market management and vendors for developing marketing strategies.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 ix
第一章　緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章　文獻探討 6
2.1 夜市 6
2.1.1 夜市發展背景 6
2.1.2 夜市定義 8
2.1.3 觀光夜市定義 9
2.2 目的地意象 13
2.2.1 目的地意象之影響因素 15
2.2.2 目的地意象之測量 16
2.3 隱喻誘引法 17
2.3.1 隱喻誘引法介紹 17
2.3.2 隱喻誘引法之相關研究 19
2.4 方法目的鏈 20
2.4.1 方法目的鏈之組成元素 21
2.4.2 方法目的鏈之相關研究 23
第三章　研究方法 24
3.1 研究架構 24
3.2 訪談對象 25
3.2.1 樣本篩選 25
3.3 階梯法 27
3.4 訪談流程 28
3.4.1 訪談注意事項 30
3.5 資料分析 31
3.5.1 內容分析與構念編碼 31
3.5.2 衡量信度 32
3.5.3 蘊含矩陣 32
3.5.4 共識地圖 34
第四章　資料分析與研究結果 35
4.1 受訪者基本資料 35
4.2 受訪者訪談內容 37
4.3 受訪者關聯資料 43
4.3.1 最具代表性圖片 43
4.3.2 相反影像與意義 45
4.3.3 感官影像 47
4.4 內容分析 51
4.4.1 構念編碼 51
4.4.2 信度分析 52
4.5 共識地圖建構與分析 55
4.5.1 全體受訪者之共識地圖 56
4.5.2 男性受訪者之共識地圖 61
4.5.3 女性受訪者之共識地圖 68
4.5.4 男性受訪者及女性受訪者之共識地圖差異分析 78
第五章　結論與討論 82
5.1 結論 82
5.1.1 全體受訪者之共識地圖 82
5.1.2 男性受訪者之共識地圖 84
5.1.3 女性受訪者之共識地圖 84
5.1.4 男性受訪者及女性受訪者之共識地圖差異分析 85
5.2 討論 86
5.2.1 全體受訪者之共識地圖 86
5.2.2 男性受訪者及女性受訪者之共識地圖差異分析 87
5.3 管理意涵 88
5.3.1 整體行銷建議 88
5.3.2 市場區隔行銷建議 89
5.4 研究限制與建議 91
參考文獻 93
壹、 英文文獻 93
貳、 中文文獻 98
附錄 100
附錄一、RPII個人涉入程度量表 100
附錄二、受訪者配合事項說明 102
附錄三、男性受訪者完整訪談資料 103
附錄四、女性受訪者完整訪談資料 144
附錄五、A/C/V層級之全體受訪者構念統計表 180
附錄六、A/C/V層級之男性受訪者構念統計表 181
附錄七、A/C/V層級之女性受訪者構念統計表 182

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