Welcome to Francis Academic Press

Academic Journal of Business & Management, 2020, 2(2); doi: 10.25236/AJBM.2020.020208.

A Study of the Consumer Motivation, Satisfaction and Revisiting Intention—The Case Study of Shilin Night Market


Ren-Hua Kung1, Shun-Cheng Wu2, Kwei-Tjun Wei3

Corresponding Author:
Ren-Hua Kung

1 Department of Hotel Management, Vanung University of Science and Technology, Taoyuan, Taiwan
2Department of Hotel Management, Vanung University of Science and Technology, Taoyuan, Taiwan
3 Department of Tourism and Leisure Management, China University of Technology, Taipei, Taiwan
[email protected]


Night markets in Taiwan have a history of more than 100 years. Usually, there are small tables and benches on the roadside to sit and enjoy the night market food, or take away. The street vendors of the nightlife in Taiwan show the creativity and charm of Taiwanese cuisine in a crowded way. In addition to food, they can also buy clothing and small items. Game-type street vendors are one of the entertainment activities. Night markets are usually because of the convenient local transportation, There is a wide field where many people gather to form. This study takes Shilin night market tourists as the object of discussion, and intends to make consumption motivation, satisfaction and willingness intention to Shilin night market tourists. Explore the relationship between consumer spending motivation and consumer satisfaction, and the relationship between consumer satisfaction and consumer willingness to revisit. The results of the study show that consumer consumption motivation has significant correlation with satisfaction, and consumer satisfaction versus revisit willingness. Significant correlation. Finally, it puts forward practical suggestions and related academic research directions for the Taipei Shilin Night Market. It is hoped that this research will be helpful for future Shilin Night Market operation and management.


Night market, Consumer motivation, Satisfaction, Revisit intention

Cite This Paper

Ren-Hua Kung, Shun-Cheng Wu, Kwei-Tjun Wei. A Study of the Consumer Motivation, Satisfaction and Revisiting Intention—The Case Study of Shilin Night Market. Academic Journal of Business & Management (2020) Vol. 2, Issue 2: 59-70. https://doi.org/10.25236/AJBM.2020.020208.


[1] Burstiner, I. (1991), Basic Retailing.(2nd ed) .Irwin.
[2] Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001), Consumer behavior. (9nd ed). Harcourt, Inc.
[3] Chiou,L.R.(2009).A study of the relationship among the consumer motivation of expense, satisfaction and loyalty. Journal of Chienkuo Technology University, vol. 10, No. 1, pp. pp.89-108.
[4] Chien,W.J.(2012).The Research of the Environmental Knowledge, Environmental Attitudes, Tourist Satisfaction and Revisiting Willingness to Ecotourism -A case study of the Da-Peng Bay National Scenic Area Constructed wetland and lagoon. Environmental and Management to Master's dissertation. Tajen University.
[5] Cheng, H.H.(2003). A Study on Customer Satisfaction in Taipei Coffee Chain Shops. Department of Applied Science of Living to Master's dissertation. Chinese Culture University.
[6] Czepiel, J. A., Rosenberg, L. J., & Akerele, A. (1974), “ Perspectives on consumer satisfaction. “ AMA conference proceedings, Chicago: American marketing Association, pp.119-123.
[7] Caruana, A. (2002). “ Service loyalty: The effects of service quality and the mediating role of customer satisfaction. “ European Journal of Marketing, Vol.36, pp. 811-828.
[8] Chi, C. G., & Qu, H. (2008). “ Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. “ Tourism Management,  No. 29, pp.624-636.
[9] Hua,Y.J.(1996). A study of the Service Quality, Customer Satisfaction and Internet Celebrity-An Empirical Study of Insurance Industry. Department of Business Administration to Master's dissertation.National Chengchi University.
[10] Hsieh,C.Y.(2003). A Study on the Relationship Among Attraction, Tourist Satisfaction and Loyalty of Religious Tourism.─A Case of Fo Guang Shan in Kaohsiung. Department of Tourism to Master's dissertation. Nanhua University.
[11] Hahha, N, & Wozniak, R. (2001), Consumer behavior. (1nd ed). New Jersey: Prentice-Hall, Inc.
[12] Jones, T. O. & W. E. Sasser (1995), “Why Satisfied Customers Defect,” Harvard Business Review, ,vol. 73, No. 6, pp.88-99.
[13] Lin, L.H.(1999). Consumer behavior. Taipei: Wunanbooks.
[14] Lee, C. K., Lee, Y. K., & Wicks, B. E.(2004). “ Segmentation of festival motivation by nationality and satisfaction. “ Tourism Management, Vol.25, pp.61-70.
[15] Kotler, P. (2000), Marketing management: Analysis, planning, implementation and control. (2nd ed). Prentice-Hall, Inc.
[16] Kotler, P., & Armstrong, G.(1999),Marketing: An Introduction(4 ed.). NJ: Prentice-Hall.
[17] Kozak, M.,(2001). “ Repeaters’ behavior at two distinct destinations,” Annals of Tourism Research, pp.28, 784-807.
[18] Mannell, R. C., & Kleiber, D. A. (1997),A social psychology of leisure. State College, PA:Venture.
[19] Olive, R. L.(1981). “ Measurement and evaluation of satisfaction processes in retai1 settings.” Journal of retailing, Vol.57, No. 3,pp.25-49.
[20] Sheth, J. N.(1983), An Integrative Theory of Patronage Preference and Behavior, Patronage Behavior and Retail Management, Ed. by william R. Darden and Robert F. Lusc NY:North-Holland.
[21] Spreng, R. A. (1993). “A comprehensive model of the consumer satisfaction for motion process. “ Dissertation Abstracts International, Vol,53. No.7, pp.12-19.