環優逢甲創未來：逢甲優化商區的發展規劃

Abstract

近年來，隨著消費模式的轉變、都市化的加速以及其他商圈的崛起，逢甲商圈面臨著越來越多的挑戰，若要維持商圈的競爭力與吸引更多消費者前來，必須對於商圈進行優化。本調查旨在了解不同類型消費者對逢甲商圈優化的看法及滿意度，以此對比不同性別、居住地、年齡層以及消費金額等不同族群對商圈設施與環境感受，深入探討逢甲商圈消費者行為模式與需求，期望提供數據支持以作為商圈優化策略的參考依據。我們首先對問卷進行信度分析，確保問卷的可信度，接著利用主成份分析進一步歸納消費者對於商圈看法及商圈環境與設施的主要影響因素，再透過平均數差異分析檢驗不同消費者型態對於不同設施滿意度的平均差異，最後，利用卡方檢定檢驗不同變數間的獨立性，並透過交叉表觀察其相關走向。我們得知，對於商圈的看法，年齡層較低與居住在臺中的消費者對於商圈滿意度較低，顯現商圈可能缺乏吸引年輕族群的事物；在商圈環境與設施方面，年齡層較高者與性別為女性者在環境滿意度與環保購物袋的使用率皆較高，但在調查使用環保購物袋的習慣中，結果顯示普遍的消費者皆有環保的意識，可是真正執行者較少，並且在租借環保杯的意願中，消費者的意願較低，顯示消費者對於商圈提倡相關的環保措施的期望與意願。

In recent years, with the transformation of consumption patterns, accelerated urbanization, and the rise of other commercial districts, the Feng Chia Night Market faces increasing challenges. To maintain its competitiveness and attract more consumers, the district must undergo optimization. This study aims to understand the perspectives and satisfaction levels of different types of consumers regarding the optimization of the Feng Chia Night Market. By comparing various demographic groups, such as gender, residence, age group, and spending amounts, the study delves into consumer behavior patterns and needs. The goal is to provide data-based insights as a reference for developing strategies to enhance the commercial district. We first conducted a reliability analysis of the questionnaire to ensure its credibility. Subsequently, principal component analysis (PCA) was used to identify the main factors influencing consumer perceptions of the district and its facilities and environment. An analysis of different means was then performed to examine variations in satisfaction levels for different facilities among various consumer groups. Finally, a chi-square test was employed to assess the independence of variables, and cross-tabulation was used to observe their trends. The findings reveal that younger consumers and those residing in Taichung have lower satisfaction levels with the district, indicating a potential lack of attractions for younger demographics. Regarding the district's environment and facilities, older consumers and female respondents exhibited higher satisfaction with the environment and a higher usage rate of reusable shopping bags. However, while the survey results show a general environmental awareness among consumers, actual adoption remains low. Additionally, the willingness to rent reusable cups was found to be relatively low, reflecting a gap between consumer expectations and willingness regarding the district’s environmental initiatives.