摘要
隨著時代快速變遷，消費者的行為也隨之改變良多。現今流行樂活族，就是很明顯的消費改變模式。民眾不再一味地努力工作而是普遍追求適度的休閒渡假生活，如：渡假村、休閒農場、逛街購物等。其中商圈的光顧便是一種既方便且能夠達到身心調劑與自我滿足的休閒模式。
之前專門探討台南市商圈消費型態的文獻並不多見。因此，本研究希望針對消費者價值觀、人格特質、社會網絡與個人變項四方面做探討，找出對消費型態的影響程度。問卷的發放方式係針對台南市北門商圈、西門商圈、中正商圈與安平商圈的消費者平均分發問卷，涵蓋軍公教、上班族與學生等主要消費族群，共發出800份問卷，回收512份，扣除無效問卷後，以有效問卷504份作統計分析研究。本研究結果顯示:消費者價值觀、人格特質、社會網絡與個人變項都對消費型態有影響性。在價值觀方面，台南市商圈消費者趨向於「樂趣與享受型」；在人格特質方面，台南市商圈消費者趨向於「親和型」；在社會網絡方面，台南市商圈消費者趨向於「個人群體」；在個人變項的性別方面，台南市商圈女性消費者有稍多趨向於「品牌忠誠型」；在個人變項的年齡方面，台南市商圈31-40歲族群的消費者比較趨向於「品牌忠誠型」；在個人變項的婚姻方面，台南市商圈未婚消費者有稍多趨向於「品牌忠誠型」；在個人變項的教育程度方面，台南市商圈研究所以上消費者有稍多趨向於「品牌忠誠型」；在個人變項的職業方面，台南市商圈上班族消費者有稍多趨向於「品牌忠誠型」；在個人變項的收入方面，台南市商圈收入60,000以上消費者有稍多趨向於「品牌忠誠型」。
當然，後續研究者也可針對其他商圈或縣市做更進一步的抽樣規劃，以強化研究的深度與廣度。也可針對消費者動機與決策做深入的研究與探討。
本研究對於台南市商圈消費者價值觀、人格特質與社會網絡對消費型態的影響其研究結果可提供一般商店與大型連鎖百貨業選擇開店地點的參考資料，此外也可提供台南市政府都市發展局在商圈規劃方面參考。

關鍵詞：價值觀、人格特質、社會網絡、消費型態

Abstract

Consumer behaviors generally evolve with the fast pace of time . The recently popular Lohas people exhibit a clear index of consumption pattern change. They not only insist on diligent work but also live in a more relaxed life style via vacations in a holiday village or a recreational farm, or shopping in a mall, etc. during holidays or leisure hours . Among the above activities, visiting a shopping mall would be a convenient and feasible recreational way for them to balance physical and mental needs , and promote self-satisfaction .

There are few research papers available for the consumption pattern in the trading areas in Tainan . This research could enrich the research deficit by studying the consumption pattern in four aspects: the consumers’ value perception, personality traits , social network and personal variance , with an effort of exploring the degree of influence of these three factors . Questionnaires were distributed to four main trading areas in Tainan : the Bay-Men trading area , the Si-Men trading area , the Chung-Jen trading area and the An-Ping trading area , including all walks of people: officers , office workers and students , etc. A total of 800 questionnaires was sent out , and 512 recovered . After discarding the invalid returned questionnaires, 504 of them are used to make the covariance analysis .

This research indicates the consumption pattern has significant correlation with the consumers’ value perception , personality traits,social network and personal variance . Regarding to the value perception, the consumers of Tainan trading area focus on the type of “have fun and enjoy”. Regarding to the personality traits, the consumers of Tainan trading area focus on the type of “kindness”. Regarding to the social network, the consumers of Tainan trading area focus on the type of “personal group”.Regarding to the consumption pattern , the female consumers of Tainan trading area a little bit focus on the type of “brand loyalty”. Regarding to the consumption pattern, the consumers from 31 to 40 years old of Tainan trading area focus on the type of “brand loyalty”. Regarding to the consumption pattern , the unmarried consumers of Tainan trading area focus on the type of “brand loyalty”. Regarding to the consumption pattern, the consumers own master degree or above of Tainan trading area focus on the type of “brand loyalty”. Regarding to the consumption pattern, the office consumers of Tainan trading area focus on the type of “brand loyalty”. Regarding to the consumption pattern, the consumers income more than 60,000 dollars of Tainan trading area focus on the type of “brand loyalty”.
Of course, the further researcher may conduct detailed sampling for other trading areas or counties, so as to enhance the width and depth of the research . By the way, may further study on the consumers’ motivation and decision.

This research provides an insight of the correlation of the consumption pattern with the consumers’ value perception, personal traits and social network, which may be a valuable reference to the marketing matrix planning and advisement design.
Besides, may be referenced papers for trading area programming by the bureau of the urban development, Tainan city government.

Keywords: value perception, personality traits, social network, consumption pattern

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