Description
The purpose of this paper is to examine the effect of the physical environment of night
markets in Taiwan, mediated by ‘‘renao’’ (translated as bustling with noise and excitement) on need
fulfillment and shopping satisfaction.
International Journal of Culture, Tourism and Hospitality Research
Consumption of renao at a Taiwan night market
David Ackerman Kristen Walker
Article information:
To cite this document:
David Ackerman Kristen Walker, (2012),"Consumption of renao at a Taiwan night market", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 6 Iss 3 pp. 209 - 222
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Su-Hsin Lee, Shu-Chen Chang, J ing-Shoung Hou, Chung-Hsien Lin, (2008),"Night market experience and image of temporary
residents and foreign visitors", International J ournal of Culture, Tourism and Hospitality Research, Vol. 2 Iss 3 pp. 217-233 http://
dx.doi.org/10.1108/17506180810891591
Yi-Fei Chuang, Shiuh-Nan Hwang, J ehn-Yih Wong, Chun-Der Chen, (2014),"The attractiveness of tourist night markets in Taiwan – a
supply-side view", International J ournal of Culture, Tourism and Hospitality Research, Vol. 8 Iss 3 pp. 333-344http://dx.doi.org/10.1108/
IJ CTHR-09-2013-0067
J oaquín Alegre, Magdalena Cladera, (2012),"Tourist characteristics that influence shopping participation and expenditures", International
J ournal of Culture, Tourism and Hospitality Research, Vol. 6 Iss 3 pp. 223-237http://dx.doi.org/10.1108/17506181211246375
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Consumption of renao at a Taiwan night
market
David Ackerman and Kristen Walker
Abstract
Purpose – The purpose of this paper is to examine the effect of the physical environment of night
markets in Taiwan, mediated by ‘‘renao’’ (translated as bustling with noise and excitement) on need
ful?llment and shopping satisfaction.
Design/methodology/approach – Grounded theory, interviews and observation in Study One identify
concepts important to understanding why consumers shopped in night markets. Study Two employs a
survey method to test ?ndings fromStudy One concerning relationships between ful?llment of social and
hedonic needs, physical factors and renao on consumer perceptions of the night market.
Findings – This paper suggests dense physical environments of night markets serve needs of
consumers in cultures with an interdependent self-concept by creating renao. The physical environment
impacts the social and experiential needs ful?lled by shopping there, ultimately affecting satisfaction
with and use of the market. They also ?nd the dynamics of renao in a collectivist society act as a
mediating factor in this process.
Research limitations/implications – The experience of being around many people creating bustle
and excitement in the retail environment is important to need ful?llment and satisfaction of shoppers in
this collectivist culture. Future research could expand to other collectivist cultures and compare results
with those for shoppers in individualist cultures.
Practical implications – This research will help those in tourism and hospitality planning understand
how socio-cultural norms in?uence use of retail space and leisure shopping satisfaction.
Originality/value – This paper provides evidence that consumers in collectivist cultures may be more
attracted to densely concentrated retail spaces.
Keywords Tourism, Shopping, Night markets, Taiwan, Markets, Shopping satisfaction,
Collectivist culture, Individualist culture, Retail space
Paper type Research paper
Introduction
The retail physical environment can impact consumer shopping (Donovan et al., 1994). The
increase of internet services and even the delivery of grocery items means shopping is
increasingly unnecessary for the acquisition of goods and services. So why do consumers
shop? Shopping as an activity seems to be desirable in part because it meets needs beyond
just obtaining products and services (Jones et al., 2006).
This study examines the phenomena of shopping at night markets in Taiwan. Night markets
were chosen because they are an important retail environment in Taiwan both for locals as
well as for tourists (Hsieh and Chang, 2006b). This research focuses on the form and
function of a night market extending the ?ndings of Hsieh and Chang (2006a) who examined
customer eating habits at night markets and found they visit night markets for utilitarian
reasons and for self identity.
The ?rst objective in this paper is to determine which aspects of the physical environment of
night markets are important to consumers and how they ?t into their lives. This analysis is
DOI 10.1108/17506181211246366 VOL. 6 NO. 3 2012, pp. 209-222, Q Emerald Group Publishing Limited, ISSN 1750-6182
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
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PAGE 209
David Ackerman is
Professor and Kristen
Walker is Assistant
Professor, both in the
Department of Marketing,
College of Business and
Economics, California State
University, Northridge,
California, USA.
Received April 2010
Revised August 2010
Accepted September 2010
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completed in Study One through the use of grounded theory in observation and in-depth
interviews. The second objective is to assess how ‘‘renao’’ (translated as bustling with noise
and excitement) interacts with criteria shoppers ?nd important in the night market to create
satisfaction and return visits. Study Two uses survey methodology to help shed light on these
relationships. The ?ndings of this research have implications for understanding how culture
in?uences the ful?llment of consumer needs and the resulting impact on the design of retail
environments.
Background
Marketplaces clearly have an important place within society and cultural values play an
important role. They are both in?uenced by the society in which they are located and in turn
serve a function within that society that goes beyond just the acquisition of goods and
services. Eroglu (2005) suggests culture can in?uence the relationship between the retail
environment and shopper satisfaction. Culture can lead to differences in shopping behavior
in markets and pricing (Ackerman and Tellis, 2001). Cultural concepts and norms also play
an integral part of the form and function of night markets.
One example of culture is the tolerance for public noise levels, which varies across different
groups of people. Acceptability of loud sounds in a particular context, for example use of
loud public address systems or habituation to noise, has also been found to vary between
countries. In Japan public noise is more acceptable than in the West (Namba and Kuwano,
1986) Similarly, Swiss residents were less annoyed than German residents at the same level
of road traf?c noise (Kastka et al., 1986).
These attitudes toward noise and bustle may be the result of different social values across
cultures (Morsbach, 1986). Even within the same culture they may vary over time. In
England, the culture’s viewof noise and bustle changed frompositive to negative because of
a developing urban upper class seeking to differentiate itself from the lower classes
(Cockayne, 2007). These varying attitudes toward noise and bustle in?uence desirable
atmospherics in the physical retail environment of each culture. One such dimension of
cultural difference is the degree of individualism and collectivism.
Culture and self. In individualistic societies such as the United States, consumers develop a
self concept emphasizing independence and autonomy. By contrast, consumers in
collectivist societies such as Taiwan develop a self concept interdependent with others
(Markus and Kitayama, 1991). Studies show these differences in the self concept can affect
the way information is perceived in advertising appeals and their impact on consumers
(Aaker and Maheswaran, 1997; Chang and Li, 2008).
These differences in self concept between individualistic and collectivist cultures also can
impact on the perceived experiences of shoppers in a marketplace. Consumers in a
collectivist culture who developed an interdependent self concept may be more attracted to
appreciating the sensory and social experience of an urban marketplace where there are
many people and many activities than consumers from an individualistic culture. Just as
bene?ts to the group are important to consumers viewing advertisements in collectivist
cultures, so is the social experience of being around many people. The bustle and
excitement may be very important to shoppers in these cultures, making marketplaces more
important than in individualist cultures. This paper suggests the dense physical environment
of the night markets serves the needs of consumers in collectivist cultures by creating renao.
Renao. Renao is an important cultural concept helpful to understanding the relationship
between shopper satisfaction and the retail environment in Taiwan. There is no exact
translation for renao in English. Translations suggest ‘‘hustle and bustle,’’ or ‘‘lively and noisy’’,
but these do not fully capture the breadth and positive value of the meaning of renao in
Chinese. Examining these aspects of the translation of renao provides insight into the cultural
norms and values with regard to liveliness, noise or hustle and bustle which in?uence
marketing in retail spaces (Warden et al., 2008). Yu (2004, p. 138) discusses how renao might
in?uence the feel of night markets in Taiwan. Renao is ‘‘considered to be a manifestation of the
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‘human ?avor’ (renqing wei) generated from enthusiastic human interactions. A shi
(marketplace) completely devoid of renao is obvious to even the casual visitor [. . .]’’
Night markets. In order to understand the dynamics of renao in a marketplace in a collectivist
society, a night market in Taiwan was chosen. Night markets, also referred to as ‘‘Tanfan
(street vendor) Concentration Areas,’’ are where retailers and street vendors form ‘‘unique
urban spaces and streetscapes’’ (Deguchi, 2005, p. 6). They offer insights into socio-cultural
contexts of an urban retail environment noted to provide leisure and relaxation. Outdoor
night shopping districts have long been popular in cities in China and other parts of East
Asia. By the late Tang dynasty (AD 618-907), shopping districts had spread out all over
streets, canals and bridges of the city, with night markets popular in the larger cities such as
Suzhou, Hangzhou, and Yangzhou (Johnson, 2001).
Night markets in Taipei are common, almost every neighborhood has one but some are
larger and drawregional and even national crowds. They are usually open and crowded with
shoppers every night of the week. The merchants in night markets are comprised of ?xed
retail stores open both night and day while others are only set up in the evening. A key
feature of these night markets is food vendors in stalls or pushcarts selling (xiaochi) or ‘‘small
eats’’ which are something more than just little snacks but less than a meal.
To examine the form, function and shopper characteristics and behavior of a night market,
both qualitative and quantitative methods were necessary. Since the literature does not
provide formal theoretical framework identifying the role of night markets in the lives of
Taiwanese consumers, a grounded theory approach was used. Grounded theory
systematically identi?es concepts and categories from interviews and text of informants to
aid in the generation of theory (Strauss and Corbin, 1998).
Interviews and observation in Study One identi?ed concepts important to understanding
why shoppers went to the night markets. These qualitative ?ndings from Study One were
tested in an empirical study. Study Two uses survey method to test the relationships between
the ful?llment of social and hedonic needs, physical factors and renao found in Study One on
consumer perceptions of the night market.
Study One
The purpose of Study One was exploratory, to examine shopping behavior in depth at a night
market in Taiwan. Research was conducted a priori, thus did not seek to con?rm or deny prior
hypotheses. Observation took place over an extended period of several weeks in the Pao Bu
night market in the northeastern part of Taipei. Pao Bu was chosen as a fairly typical night
market in the Taipei area. A medium-sized night market, Pao Bu is large enough to offer a wide
variety of merchandise in different product categories. Larger markets exist, but they often
have specialties which drawcustomers fromdistant places just to purchase those goods. Also,
shoppers at Pao Bu do not consist of large numbers of foreign tourists, which may change the
character of the merchant-customer interactions or the unique socio-cultural context.
Method – Study One
Participant observation and interviews were used in Study One to understand the function and
meaning of the night market by shoppers. Direct observation tells us what people do, not what
they say and is very revealing of cultural differences and helps to understand the
characteristics of a shopping environment (Wells and Lo Sciuto, 1966). This technique is
helpful in understanding a phenomenon as a whole, noting the interactions within their context.
Data collectors shopped at the stores and outdoor stalls, talked with customers and
shopkeepers, and walked miles of alleyways observing the physical environment and
shopping behaviors. A total of 156 hours of observation over a three-month period were
logged by four data collectors. The observers speak and read Chinese, and have lived
intermittently in Taiwan for a number of years, eliminating communication problems.
Pseudonyms for places and names are used throughout the presentation of the ?ndings to
protect the anonymity of those involved.
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Exploratory depth interviews were conducted by four interviewers with people who live in or
around the Taipei area over a period of two and a half months during the summertime.
Interviews were loosely structured with a list of topics in an effort to encourage informants to
freely elaborate on issues important to them. Rather than following a detailed interview guide,
informants’ accounts provided the basis for the broaching of issues (McCracken, 1988).
Interviews were conducted, tape recorded, and later transcribed verbatim. The transcribed
interviews were analyzed in an iterative process of coding, categorizing, and abstracting data
as outlined in guides for conducting qualitative and interpretive research in general, and
in-depth interviews in particular (McCracken, 1988; Strauss and Corbin, 1998). Transcripts
were read and coded at an individual level by two raters, independent fromthe purpose of the
research, then compared. Additional coding and categorization was completed in light of
subsequent interviews. Initial inter-rater agreement was 81 percent. Areas of disagreement
were resolved through formal discussions by the raters (McCracken, 1988).
Altogether 14 informants were interviewed at length in coffee houses, ranging in age from the
20s to the 60s representing a wide range of professions. Because the purpose was exploratory,
sampling was purposeful in an effort to obtain a diversity of shopping experiences,
perspectives, and life philosophies (McCracken, 1988; Strauss and Corbin, 1998). This
number is considered to be more than suf?cient when conducting in-depth interviews
(McCracken, 1988). According to the research design, interviewers were to conduct a
minimum of ten interviews and then conduct additional interviews if necessary to the point the
information revealed became redundant. Interviewers found considerable redundancy as early
as the 11th interview, but continued to 14 interviews to ensure results were consistent.
Themes were identi?ed from the data in the interviews and the observations through this
iterative whole-to-part and part-to-whole process. Themes identi?ed through interviews and
observations complemented each other and were combined to analyze shopping patterns
and the fabric of space in the Taiwanese night market. Lastly, these themes were submitted
to two independent raters to check for face validity.
Results – Study One
Based on the previous method, three major themes were identi?ed in this study of the Pao Bu
night market revolving around form, function and shopper characteristics and behaviors.
The ?rst was the physical environment of the marketplace and its direct impact on shoppers.
Second, the results look at how shoppers’ social needs and hedonic needs and utilitarian
needs could be ful?lled by the night market. Lastly, characteristics and behaviors of
shoppers were examined.
The physical environment. Several factors in the physical environment of Pao Bu night
market, displayed in Table I, provide the sense of place within which the social and
economic dynamics of the marketplace can occur. One of the most important factors is the
density of the physical environment. There are many ?xed retail stores and vendors. Within
this dense environment, there are ample gathering places, private spaces where groups of
shoppers can congregate and single shoppers can linger. An important part of the
environment which encouraged exploration was the extensive, frequently-changing variety
of products in the Pao Bu night market. Lastly, each night market had unique characteristics
to draw shoppers.
Ful?llment of social needs. The Pao Bu night market ful?lled shoppers’ social needs. These
results are displayed in Table II. People interviewed worked late so that nearby night markets
were a convenient place to meet friends after work or school, thus addressing social needs.
This dynamic created a 3rd place outside of work and home. The outlay of Pao Bu night
market provided shoppers a place to relax at the end of a workday. This second factor was
labeled relaxation with others. Lastly, buyer-seller interaction was a social factor. The night
market was a public place where people came to be where there was considerable
interaction between seller and buyer. Often, this interaction was initiated by the seller.
Ful?llment of hedonic needs. Informants often emphasized the sensory stimulation of
exploring the night markets displayed in Table III. They talked about the sights, the sounds
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and the smells drawing them to Pao Bu night market thus creating a sense of renao. First,
there was exploration, clearly an element of fun in browsing the shops and visiting the food
stands. Also, regardless of the type of shopper, there was a fairly high intensity of browsing
at Pao Bu night market. Eating was a major part of consumers’ experience at the night
market and was explorative in nature. Shoppers would engage in grazing, eat a little bit,
browse and then eat some more.
Ful?llment of utilitarian needs. Pao Bu night market also served utilitarian needs of the
informants who went there to purchase needed goods as displayed in Table III. Most
importantly, informants said they were interested in ?nding the right product at the right
price. They also felt there were ‘‘products that can only be bought here’’ that drew them into
the market.
Characteristics and behaviors of shoppers. These results also suggest how the physical
environment at Pao Bu in?uenced the types of customers shopping and identi?ed segments
of the population spending time at the marketplace as displayed in Table IV. These ?ndings
also show how the customers actually in?uence the form and function of the night market,
especially with regard to the sense of renao.
There was not a strict segregation of shopping areas by age or income level but a diversity of
shoppers. Night markets are perceived as an area for families, single adults, and the elderly.
Although shopping malls were clearly oriented toward a certain income level, night markets
Table I Physical factors affecting shopping in the night market
Density of physical environment *High density of stores 73 retailers in two blocks, open day and night. Approximately 90 street
vendors lined the middle of the street in two rows, setting up at dusk
*One-way foot traf?c Consumers strolled in one direction per side down the two lanes that
formed between the vendors and the stores
Unique characteristics *Clothing specialty At Pao Bu night market, clothing was important. Ming, a single teacher in
his 20s said ‘‘I often come here to shop for stuff. They have good prices on
the latest fashion, better than other night markets’’
Lee, a saleswoman in her 30s said that ‘‘I often shop here for good quality
of clothing that cannot be found at other night markets [. . .] Every time I
come back there is something different’’
*A famous vendor Consumers mentioned visiting different markets and places within
markets, including a famous smelly tofu stand at one market and a black
pepper pastry stand at another. At Pao Bu night market there is ‘‘a famous
oyster and mung bean noodle restaurant’’ that several shoppers
mentioned drew people speci?cally there
Gathering places *Food stands Come out after dark, set up in the middle of the street, back to back facing
either side, with chair in the middle
*Inexpensive places to sit Customers can sit and eat snacks inexpensively while conversing with
others.
*Prawn-?shing stalls Relax and spend time with other shoppers while ?shing and waiting for
their catch to be grilled
*Foot massage places Shoppers spend quite a bit of time interacting with shopkeepers
Variety of products *Fixed retail stores Majority sold clothing, primarily women’s clothing. Food was the next
largest category, with many different types of restaurants, each with its
own specialty. Entertainment was the third largest category, including a
mix of live entertainment, electronic and arcades
*Merchandise from
diverse sources
Local, Mainland China, India and other parts of Asia selling clothing,
indigenous people selling foods from their various ethnic groups, a Turkish
vendor selling ‘‘Turkish ice cream’’
*Street vendors Majority sold food; the xiao chi for which Taiwan night markets are famous.
Clothing 2nd and DVD/CD stores 3rd
*Inexpensive Merchandise on the tables of these street vendors was less expensive
than items found at the ?xed stores and sometimes pirated
*Other places Including a store selling turtles, fortune telling, prawn-?shing, and a
shrine
*Many new products Vendors offering free samples or beckoning shoppers to take a look
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seemed to include a variety of income levels. A convenience sample revealed shoppers
whose jobs ranged from professional to blue collar to the unemployed. In response to the
dense retail environment, shoppers in Pao Bu night market engaged in a negotiation of
space, in close contact with their environment. Lastly, for the most part, shoppers were
observed browsing in groups.
Discussion – Study 1
These results lend support to research indicating shopping environments are areas for social
and experiential spaces, as well as, economic exchange. They also support Hsieh and Costa’s
research (2001) identifying social motivations and group behaviors important to Taiwanese
shoppers. In order to fully understand why consumers shop in the Pao Bu night market and the
role they play in the market, the social and experiential aspects must be considered.
Shoppers enjoyed searching through the physical space of the market and through the wide
variety of goods that were sold there. This enjoyment of browsing seemed to be a major draw
to the marketplace. They also clearly felt as if Pao Bu was a place where they could relax with
friends and enjoy interacting with the merchants. These social support factors were noted
Table II Social needs met while shopping in the night market
A 3rd place outside of work and home *Not at home for long hours Shen, a single businessman in his 30s said, ‘‘I leave in the
morning and I don’t get home until late. It’s a place to be with
friends’’
*Home not a place for guests Min, a married businesswoman in her 20s who worked close
to the market, said: ‘‘I do not often entertain at home. It is a lot
of trouble to cook and clean. Then afterward I have to wash
the dishes. Why would I do that when there are so many
places here to take friends’’
Relaxation with others *Late workdays Workdays often ended as late as 9.00 or 10.00 p.m. for both
employees and students, arriving as individuals, pairs and
sometimes large groups to eat and have fun with others
there
*Relaxation Ping, a single secretary for a trading ?rm in her 20s said ‘‘I
have been coming to Pao Bu since high school in the
evening with friends to relax and have some fun with my
friends.’’ Jian, a married government worker in his 50s said
after work he will, ‘‘eat a little, get a foot massage, talk with
friends; it helps me relax from the day’’
Buyer-seller interaction *Merchants initiate interaction When local residents walked down the entire two block
stretch of Pao Bu night market, merchants from the ?xed
stores attempted interaction an average of seven times 210
percent of ?xed stores
Shoppers often continued interacting with the merchant,
asking about prices, product availability and trying whatever
samples were offered.
*Positive perception of
merchant interaction
Ma Ling, a married secretary in her 30s, said: ‘‘I expect
merchants will talk with me. They shouldn’t be too pushy but I
expect them to take the initiative. Sometimes they show me
something that I didn’t know about before. How can I know
about something newthat they are selling or a local specialty
if they do not tell me about it ?rst?’’
Renao *Negotiation of space Density of the physical environment in which there is a tight
negotiation of space contributed to a sense of ‘‘renao,’’
clearly favored by consumers
*Connectedness is good Ting, a married professional in her 40s said: ‘‘Space is at a
premium. I guess we could say it is too many people and too
little space. But even if there was more space I think people
would still want tightly packed night markets and lots of
renao. In these circumstances, the environment just feels as
if we are connected with others’’
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across a range of age groups, suggesting that Pao Bu night market does function as a third
place in the community in the same way as identi?ed by Rosenbaum(2006) but appealing to
a broader segment of society. Lastly, comments in interviews throughout suggested
consumers went to Pao Bu to ?nd the products they wanted at the price they wanted. Some
shoppers went there for a particular product they could only ?nd at a particular night market.
Price comparisons were common.
These results also help us understand how the sense of renao forms Pao Bu’s role as a night
market. The sense of renao actually drew shoppers to the night market. Shoppers enjoyed
the lively sights and sounds. They also enjoyed negotiating their way in the crowded
environment. Renao meant there were many available activities in which to participate at the
marketplace, from browsing to chatting with sellers and friends to prawn ?shing. Renao did
not have negative connotations such as too ‘‘noisy’’ or something to be avoided. Study Two
empirically tests the relationships between the ful?llment of social and hedonic needs,
physical factors and renao found in Study One on consumer perceptions of the night market.
Table III Hedonic and utilitarian needs met while shopping in the night market
Ful?llment of hedonic needs
Exploration *Novelty Ling a university student said, ‘‘I like to see what is new.’’ Jun a single
business person in his 20s added that ‘‘I haven’t ?nished exploring all of
the shops in this area’’
*Change An important element of exploration. There was a certain degree of
transient nature in the stands selling goods. Shoppers have their
favorite places they like to go, but they said things are always rapidly
changing. That creates new places or novel goods that draw them
there
Browsing *Browsing intensity In a block of 32 stores, shoppers stopped and physically handled the
merchandise at an average of seven stores and purchased at an
average of one store
*Gender No differences by gender, men (7.01) and women shopped at the same
average rate (7.02)
*Groups Families and couples stopped at nine and ten store and purchasing at
one or two stores
*Lone shoppers Either stopped at ?ve or six stores or they shopped at more than 12
stores. The most proli?c shopper was a lone male who visited 15 stores
and purchased in four stores
Grazing *Food stands Many of the foods sold at Pao Bu night market, as in other night markets
in Taiwan, are not full meals but they are not considered junk food
either
*Wide variety There are meats, seafood, vegetables, and other types of foods but
they are sold in small portions
*Restaurants There are sit-down restaurants that offer large portions of food, but they
do not attract the largest crowds
*Grazing Ling, a housewife in her 30s said that at Pao Bu night market ‘‘I eat a
little, window shop, eat a little more, buy a drink, window shop, haggle,
eat a little more’’
Ful?llment of utilitarian needs
Finding the right product at the
right price
*What attracted shoppers Large number of vendors, the pricing and the variety of products
attracted shoppers
*Bargain hunting important Looking for products at the right price
*Widely varying prices For the same product between different vendors
*Comparison shopping Every informant mentioned they shopped for the best price and there
was a lot of observed comparison shopping
Products that can only be found
here
*Unique products A type of black-pepper cake originally fromFujian that is sold at Pao Bu
could not be found in other night markets and often had a very long line
of shoppers waiting to purchase
*Specialization People also come to Pao Bu for certain items that are best found there or
in some cases can only be found there. Lee felt that types of clothing
she liked could be found nowhere else except Pao Bu.
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Study Two
Data for this study were obtained by surveying student informants at three universities in
Taipei. Informants were offered packaged snacks to ?ll out the survey, 109 participated.
Informants were asked to complete the survey questions about their favorite night market
which they identi?ed as an open-ended response at the top of the survey.
Measurement – Study Two
The survey items were created in English and then translated into Chinese. The scale items
are found in the Appendix. To ensure that the meaning was understood in the same way as
the original language, a parallel-blind process of translation was utilized (Lonner and Berry,
1986). This process is an iterative back and forth translation of the survey until the meanings
in both languages are the same.
Questionnaire items measuring social needs were derived from items on the Social Support
for Transactions scale (Rosenbaum, 2006; Doeglas et al., 1996). They were measured on
seven-point Likert-type scales anchored by ‘ ‘always’ ’ (7) and ‘ ‘never’ ’ (1)
(M ¼ 3:3; a ¼ 0:89). Items measuring hedonic needs were seven-point semantic
differential scales modi?ed from Voss et al. (2003) (M ¼ 5:3; a ¼ 0:92). Lastly, items using
seven-point semantic differential scales measured utilitarian needs in a night market
(M ¼ 4:98; a ¼ 0:95) assessing if shoppers found what they wanted at the price they
wanted, which relates to smart shopping behavior (Mano and Elliot, 1997).
Table IV Characteristics and behaviors of shoppers at the night market
Diversity of shoppers *Families browsing until late Extended families could be seen strolling in Pao Bu night market until late in
the evening. This was especially true on weekend evenings, but also on
weekday evenings
*Age-appropriate activities Offered for both adults and children. Prawn-?shing and toy shops attracted
younger children as well as adults. Arcades and video/CD stores attracted
more teenagers and some young adults.
*Shopping times Opening time was at dusk as some employees started to arrive from work.
Some of the ?xed retail establishments also serve a daytime lunch crowd, but
they open very late in the morning
Later in the evening, as more people got off from work and class, the night
market got more crowded
*Family leisure activity Hong, a teacher in his 30s shopping with his family said that: ‘‘it is just
someplace that everybody in our family can ?nd something that we like to do.
My wife and I each have our own shopping interests. Our children can shop at
some stalls or play the games. My mother can also ?nd what she likes. And
there are certain food stalls where we can all enjoy the food together’’
Negotiation of space *Negotiation of dense space Shoppers negotiated space with other shoppers, with merchants and even
with the mopeds that drive through even the most crowded of places. In some
places, informal lanes formed where the ?ow of traf?c moved in one direction
only
*Perception of safety None of those interviewed thought of any danger, though several said that the
mopeds were an annoyance. But there was always an awareness, perhaps at
a low level, of other elements of their environment
*Renao Shoppers liked this type of environment. Informants said this place has a lot
of ‘‘renao,’’ which roughly translates into ‘‘bustling with noise and
excitement’’
*Sensory stimulation Many sought it out speci?cally for the sensory stimulation. Lila, a social
worker in her 40s, said: ‘‘I like all of the people, sounds and sights. There are
shopping malls with more space, but it just doesn’t seem as fun. It just seems
too [. . .] arti?cial, without the spontaneity of the night markets’’
Browsing in groups *Groups 62 percent of shoppers (62 percent) at the night market were couples with no
children
*Children 29 percent were families with children. This was true even at 10 p.m.
*Couples Majority had both a male and female adult (85 percent)
*Shopping alone 9 percent shopped alone. Of those who did, 91 percent were men
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A factor analysis was conducted on all items measuring the needs of shoppers ful?lled by
the marketplace, testing the dimensionality of these measures. Results from the factor
analysis show one factor for social needs (with factor loadings of 0.68 to 0.87), one factor for
hedonic needs (with factor loadings of 0.73 to 0.84) and one factor for utilitarian needs (with
factor loadings of 0.89 to 0.93). These three factors cumulatively explained 70.4 percent of
the variance using a principal component analysis and varimax rotation.
Overall consumer impressions of satisfaction (Oliver, 1992) with the market
(M ¼ 5:4; a ¼ 0:92) and renao (M ¼ 6:1; a ¼ 0:94) were measured with three-item,
seven-point Likert-type scales anchored by ‘‘Strongly Agree’’ (7) and ‘‘Strongly Disagree’’
(1). Factor analysis testing the dimensionality of these needs measures found one factor for
satisfaction (with factor loadings of 0.91 to 0.97), one factor for renao (with factor loadings of
0.79 to 0.96). These two factors cumulatively explained 88.9% of the variance using a
principal component analysis and varimax rotation.
The measures regarding the physical environment were derived from statements made by
informants about the night market in Study One. All 14 items were measured with seven-point
Likert-type scales anchored by ‘‘Strongly Agree’’ (7) and ‘‘Strongly Disagree’’ (1). One item
was discarded due to low pattern coef?cients. Factor analysis revealed three distinct factors.
There was a factor for the density of the physical environment (M ¼ 3:3; a ¼ 0:89), with factor
loadings of 0.61 to 0.85, which included product variety. Second, there was a factor for unique
characteristics of the night market (M ¼ 5:1; a ¼ 0:64), with factor loadings of 0.70 to 0.87.
Lastly, there was a factor for places to socialize (M ¼ 5:4; a ¼ 0:92), with factor loadings of
0.83 to 0.93. These three factors cumulatively explained 73.0 percent of the variance using a
Principal Component Analysis and Varimax rotation. Intention to revisit the night market was
measuredwith the item‘‘I will probably revisit this night market again often in the future’’ (Jones
et al., 2006). Lastly, respondents were asked the number of times shoppers shopped at the
particular night market over the past year.
Results – Study Two
Consumer needs met by the physical environment. First, the relationships between aspects
of the physical environment and consumer needs met by them were examined. These
results are displayed in Table V. Linear regression of the physical layout in the environment:
density, unique characteristics of the night market and places to socialize on the social
needs found only the variable for places to gather was signi?cant (Std.
b ¼ 0:28; p , 0:01; R
2
¼ 0:08). A similar regression of the factors of the physical
environment on hedonic needs found only the variable for density was signi?cant (Std.
b ¼ 0:25; p , 0:05; R
2
¼ 0:08). Lastly, a regression of the physical environment factors on
utilitarian needs found only the variable for unique characteristics of the market was
signi?cant (Std. b ¼ 0:26; p , 0:05; R
2
¼ 0:10). Consumer needs on satisfaction. Second, a
linear regression examined the relationships between these needs ful?lled and satisfaction
with the night market. The overall model was statistically signi?cant (adj. R
2
¼0.29,
F ¼ 15.91, p , 0.01). The hedonic needs variable was statistically signi?cant (Std.
b ¼ 0.44; p ,0.01) and the variable for utilitarian needs was marginally signi?cant (Std.
b ¼ 0.17; p ¼ 0.06). This ?nding means that the degree to which hedonic needs are met and
to a lesser extent to which utilitarian needs are met leads to satisfaction with a night market.
Table V Physical environment as predictor of consumer need ful?llment
Social needs Hedonic needs Utilitarian needs
Standardized B t Standardized B t Standardized B t
Density 20.14 21.23 0.25 2.13* 0.13 1.14
Gathering places 0.28 2.73** 20.10 20.95 0.00 0.01
Unique characteristics 0.20 1.78 0.16 1.41 0.26 2.36*
Notes: *p ,0.05; **p ,0.01
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Renao was tested as a mediating variable between the needs ful?lled by and satisfaction
with the night market. According to Baron and Kenny (1986), to test this relationship an
additional two regression equations were estimated:
(1) renao on satisfaction with the night market; and
(2) regressing both the needs ful?lled by the night market and renao on satisfaction with the
night market.
Results showed:
B hedonic needs ful?lled by the night market and to a lesser extent, utilitarian needs
signi?cantly affect satisfaction with the night market;
B renao (Std. b ¼ 0:46; p , 0:01) was a signi?cant predictor of satisfaction (adj.
R
2
¼ 0:21; F ¼ 28:93; p , 0:00); and
B when each of these independent variables was added, the predictive ability of hedonic
needs (in equation 1: Std. b ¼ 0:44; p , 0:00; in equation 2: Std. b ¼ 0:35; p , 01) and
especially utilitarian needs (in equation 1: Std. b ¼ 0:17; p ¼ 0:06; in equation 2: Std.
b ¼ 0:09; p ¼ 0:28) decreased substantially, while renao was signi?cant (Std.
b ¼ 0:32; p , 0:00).
Therefore, consumer needs ful?lled by the night market do have an impact on consumer
satisfaction with that market and this relationship is at least partially mediated by the
perceived renao of the night market.
Consumer needs on intention to revisit night market. Even stronger results show renao as a
mediating variable were found for the impact of needs ful?lled by the night market on
shopper intention to revisit. Results showed: (1) hedonic needs ful?lled by the night market
and to a lesser extent, utilitarian needs signi?cantly affect intentions to revisit the night
market. The overall model was statistically signi?cant (adj. R
2
¼ 0:190; F ¼ 9:59; p , 0:01).
The hedonic needs variable was statistically signi?cant (Std. b ¼ 0:29; p , 0:01) and the
variable for utilitarian needs was marginally signi?cant (Std. b ¼ 0:18; p ¼ 0:06). This ?nding
means the degree to which hedonic needs are met and to a lesser extent to which utilitarian
needs are met leads to consumer intent to revisit the night market.
Second, renao (Std. b ¼ 0:47; p , 0:00) was a signi?cant predictor of intentions to revisit
(adj. R
2
¼ 0:22; F ¼ 30:78; p , 0:00). Third, when each of these independent variables was
added, the predictive ability of hedonic needs (in equation 1: Std. b ¼ 0:29; p , 0:01; in
equation 2: Std. b ¼ :18; p ¼ 0:06) and utilitarian needs (in equation 1: Std.
b ¼ 0:17; p ¼ 0:06; in equation 2: Std. b ¼ 0:16; p ¼ 0:08) decreased substantially while
renao had quite an impact (Std. b ¼ 0:38; p , 0:00). Therefore, consumer needs ful?lled by
the night market do have an impact on consumer intentions to revisit that market and that this
relationship is at least partially mediated by the perceived renao of the night market. To note,
there were no gender effects in the sample.
Discussion – Study Two
These results suggest the physical retail environment facilitates certain behaviors which can
lead to the desired social, experiential and utilitarian outcomes for shoppers. All of these are
very important functions of a marketplace and provide bene?ts to any neighborhood in
which they are located. As suggested by the qualitative results in Study One, night markets,
through their physical and social environment, provide social support to many different
segments of consumers; however social needs are not the draw.
The uniqueness of the goods offered in the marketplace seems to entice consumers to shop
and to buy while the density of the night market drewcustomers to browse for the excitement
of being there. Speci?cally, the large number of vendors, the chaos and somewhat
unplanned character of night markets seem to be a draw, appealing to shoppers’ hedonic
needs. In this context less planning is better than more planning in this shopping
environment. The ful?llment of these needs draw customers into a particular night market,
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suggesting shoppers are looking for products, bargains and excitement rather than
relationships.
Most interesting is renao may mediate whether or not these needs are met and their impact
on consumer satisfaction with and desire to return to the night market. This may explain why
such marketplaces have developed in some areas and not in others. The enjoyment and
acceptance of renao in a society may be the key. In societies where this type of bustle and
activity is viewed as a public nuisance, this type outdoor market will be limited or
nonexistent. In such places, entertainment in private spaces such as the home may be more
highly valued than activities in public life.
Night markets in this study were important to the lives of these consumers. The average
stated number of visits over the past year was 52, which indicates respondents visited
approximately once a week just to their favorite night market although they may also visit
other night markets. These ?gures suggest night markets play a signi?cant role in Taiwan’s
society beyond the occasional tourism spot outdoor retail markets play in other societies.
They are places where the public visits and shops on a regular basis.
Conclusions
The dynamics of renao are essential for this leisure shopping environment and this
collectivist society. Night markets provide a space in the community where shoppers relax
with others and interact with sellers while they explore and browse for unique items at the
right price. The sense of renao is meaningful as a mediator to the form and function of night
markets and enhances the excitement and unplanned nature of shopping behaviors and
satisfaction.
These results also suggest retail layout and design are heavily in?uenced by socio-cultural
aspects of consumers. Those societies in which there is an interdependent self will have
more lively retail environments than those that are not. The sense of enjoyment in group
settings may lead to retail designs facilitating renao and more frequent market visits. Dense
physical environments and the need for shoppers to negotiate around other shoppers and
sellers create renao, which draw people in and enhances the ensuing shopping experience.
Managerial implications. This research study will help retail managers, urban planners and,
policy makers understand the crucial nature of socio-cultural norms in in?uencing use of
retail space on leisure shopping satisfaction. In Taiwan certain physical environments do
create more of a sense of renao than others and so they are more attractive to consumers.
Multinational retailers, the French hypermarket Carrefour for example, also create a sense of
renao in their Taiwan stores by dense placement of products and frequent announcements
to their customers by store employees.
In conclusion, the need to determine the impact of the design of a shopping environment
differentially impacts the ful?llment of social, hedonic and utilitarian needs of consumers.
Some retail environments, such as coffee shops, are clearly designed to meet social needs.
Others, such as arcades and amusement parks, are designed more for hedonic needs. Still
others, true in many online virtual shopping environments, maximize the utilitarian need to
?nd the best product for the money as quickly as possible. A good ?t between the needs a
particular retail environment ful?lls and the expectations of its potential consumers is
important.
Future research could extend the ?ndings of this study to night markets in other parts of Asia
and to public market places in the West. Perhaps varying cultural norms lead to differing
retail environments to serve the same needs. Lee et al. (2008) found the image of night
market among foreign residents varied just depending on experience with them. Perhaps an
indoor shopping mall, ?ea market, carnival and in some cultures maybe even online
environments may be optimal in serving consumers’ hedonic needs.
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Appendix
Social needs
(1) How often are people at the night market friendly to you?
(2) How often do people at the night market make you feel at ease?
(3) How often do people at the night market cheer you up?
(4) How often do people at the night market lend you a friendly ear?
(5) How often are people at the night market helpful?
(6) How often do you go to the night market because you enjoy the people there?
(7) How often do you get information or advice from people at the night market?
Hedonic needs
Fun/not fun, exciting/dull, delightful/not delightful, thrilling/not thrilling, enjoyable/not
enjoyable
Renao
1. This night market is very renao.
2. If I want renao, I can go to this night market.
3. This night market is a really renao place.
Satisfaction
4. I am satis?ed with this night market.
5. I like this night market.
6. I am pleased with this night market.
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Revisit
7. I will often go back to this night market.
8. I will visit this night market on a regular basis.
9. This night market will be visited by me frequently.
Physical environment
10. This night market is very dense.
11. There are a lot of merchants per square kilometer in it.
12. There are a lot of stores and stalls in a space that is not very big.
13. It is not easy to walk quickly through this night market.
14. Shoppers must walk slowly to get from one end of it to the other.
15. Walking through this night market requires time.
16. There are a lot of places to just sit down with friends at this night market.
17. I can get together with my friends at this night market.
18. It has many places to get together with friends.
19. This night market has a wide variety of products and services.
20. There is a wide variety of things sold at this night market.
21. There are many different types of products and services in this night market.
22. My favorite night market has unique characteristics.
23. There is something special about my favorite night market.
24. My favorite night market has special characteristics about it.
25. There are a lot of shoppers at this night market.
26. This night market is always crowded with shoppers.
27. There are many shoppers at this night market.
Corresponding author
David Ackerman can be contacted at: [email protected]
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doc_316131207.pdf
The purpose of this paper is to examine the effect of the physical environment of night
markets in Taiwan, mediated by ‘‘renao’’ (translated as bustling with noise and excitement) on need
fulfillment and shopping satisfaction.
International Journal of Culture, Tourism and Hospitality Research
Consumption of renao at a Taiwan night market
David Ackerman Kristen Walker
Article information:
To cite this document:
David Ackerman Kristen Walker, (2012),"Consumption of renao at a Taiwan night market", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 6 Iss 3 pp. 209 - 222
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Su-Hsin Lee, Shu-Chen Chang, J ing-Shoung Hou, Chung-Hsien Lin, (2008),"Night market experience and image of temporary
residents and foreign visitors", International J ournal of Culture, Tourism and Hospitality Research, Vol. 2 Iss 3 pp. 217-233 http://
dx.doi.org/10.1108/17506180810891591
Yi-Fei Chuang, Shiuh-Nan Hwang, J ehn-Yih Wong, Chun-Der Chen, (2014),"The attractiveness of tourist night markets in Taiwan – a
supply-side view", International J ournal of Culture, Tourism and Hospitality Research, Vol. 8 Iss 3 pp. 333-344http://dx.doi.org/10.1108/
IJ CTHR-09-2013-0067
J oaquín Alegre, Magdalena Cladera, (2012),"Tourist characteristics that influence shopping participation and expenditures", International
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Consumption of renao at a Taiwan night
market
David Ackerman and Kristen Walker
Abstract
Purpose – The purpose of this paper is to examine the effect of the physical environment of night
markets in Taiwan, mediated by ‘‘renao’’ (translated as bustling with noise and excitement) on need
ful?llment and shopping satisfaction.
Design/methodology/approach – Grounded theory, interviews and observation in Study One identify
concepts important to understanding why consumers shopped in night markets. Study Two employs a
survey method to test ?ndings fromStudy One concerning relationships between ful?llment of social and
hedonic needs, physical factors and renao on consumer perceptions of the night market.
Findings – This paper suggests dense physical environments of night markets serve needs of
consumers in cultures with an interdependent self-concept by creating renao. The physical environment
impacts the social and experiential needs ful?lled by shopping there, ultimately affecting satisfaction
with and use of the market. They also ?nd the dynamics of renao in a collectivist society act as a
mediating factor in this process.
Research limitations/implications – The experience of being around many people creating bustle
and excitement in the retail environment is important to need ful?llment and satisfaction of shoppers in
this collectivist culture. Future research could expand to other collectivist cultures and compare results
with those for shoppers in individualist cultures.
Practical implications – This research will help those in tourism and hospitality planning understand
how socio-cultural norms in?uence use of retail space and leisure shopping satisfaction.
Originality/value – This paper provides evidence that consumers in collectivist cultures may be more
attracted to densely concentrated retail spaces.
Keywords Tourism, Shopping, Night markets, Taiwan, Markets, Shopping satisfaction,
Collectivist culture, Individualist culture, Retail space
Paper type Research paper
Introduction
The retail physical environment can impact consumer shopping (Donovan et al., 1994). The
increase of internet services and even the delivery of grocery items means shopping is
increasingly unnecessary for the acquisition of goods and services. So why do consumers
shop? Shopping as an activity seems to be desirable in part because it meets needs beyond
just obtaining products and services (Jones et al., 2006).
This study examines the phenomena of shopping at night markets in Taiwan. Night markets
were chosen because they are an important retail environment in Taiwan both for locals as
well as for tourists (Hsieh and Chang, 2006b). This research focuses on the form and
function of a night market extending the ?ndings of Hsieh and Chang (2006a) who examined
customer eating habits at night markets and found they visit night markets for utilitarian
reasons and for self identity.
The ?rst objective in this paper is to determine which aspects of the physical environment of
night markets are important to consumers and how they ?t into their lives. This analysis is
DOI 10.1108/17506181211246366 VOL. 6 NO. 3 2012, pp. 209-222, Q Emerald Group Publishing Limited, ISSN 1750-6182
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PAGE 209
David Ackerman is
Professor and Kristen
Walker is Assistant
Professor, both in the
Department of Marketing,
College of Business and
Economics, California State
University, Northridge,
California, USA.
Received April 2010
Revised August 2010
Accepted September 2010
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completed in Study One through the use of grounded theory in observation and in-depth
interviews. The second objective is to assess how ‘‘renao’’ (translated as bustling with noise
and excitement) interacts with criteria shoppers ?nd important in the night market to create
satisfaction and return visits. Study Two uses survey methodology to help shed light on these
relationships. The ?ndings of this research have implications for understanding how culture
in?uences the ful?llment of consumer needs and the resulting impact on the design of retail
environments.
Background
Marketplaces clearly have an important place within society and cultural values play an
important role. They are both in?uenced by the society in which they are located and in turn
serve a function within that society that goes beyond just the acquisition of goods and
services. Eroglu (2005) suggests culture can in?uence the relationship between the retail
environment and shopper satisfaction. Culture can lead to differences in shopping behavior
in markets and pricing (Ackerman and Tellis, 2001). Cultural concepts and norms also play
an integral part of the form and function of night markets.
One example of culture is the tolerance for public noise levels, which varies across different
groups of people. Acceptability of loud sounds in a particular context, for example use of
loud public address systems or habituation to noise, has also been found to vary between
countries. In Japan public noise is more acceptable than in the West (Namba and Kuwano,
1986) Similarly, Swiss residents were less annoyed than German residents at the same level
of road traf?c noise (Kastka et al., 1986).
These attitudes toward noise and bustle may be the result of different social values across
cultures (Morsbach, 1986). Even within the same culture they may vary over time. In
England, the culture’s viewof noise and bustle changed frompositive to negative because of
a developing urban upper class seeking to differentiate itself from the lower classes
(Cockayne, 2007). These varying attitudes toward noise and bustle in?uence desirable
atmospherics in the physical retail environment of each culture. One such dimension of
cultural difference is the degree of individualism and collectivism.
Culture and self. In individualistic societies such as the United States, consumers develop a
self concept emphasizing independence and autonomy. By contrast, consumers in
collectivist societies such as Taiwan develop a self concept interdependent with others
(Markus and Kitayama, 1991). Studies show these differences in the self concept can affect
the way information is perceived in advertising appeals and their impact on consumers
(Aaker and Maheswaran, 1997; Chang and Li, 2008).
These differences in self concept between individualistic and collectivist cultures also can
impact on the perceived experiences of shoppers in a marketplace. Consumers in a
collectivist culture who developed an interdependent self concept may be more attracted to
appreciating the sensory and social experience of an urban marketplace where there are
many people and many activities than consumers from an individualistic culture. Just as
bene?ts to the group are important to consumers viewing advertisements in collectivist
cultures, so is the social experience of being around many people. The bustle and
excitement may be very important to shoppers in these cultures, making marketplaces more
important than in individualist cultures. This paper suggests the dense physical environment
of the night markets serves the needs of consumers in collectivist cultures by creating renao.
Renao. Renao is an important cultural concept helpful to understanding the relationship
between shopper satisfaction and the retail environment in Taiwan. There is no exact
translation for renao in English. Translations suggest ‘‘hustle and bustle,’’ or ‘‘lively and noisy’’,
but these do not fully capture the breadth and positive value of the meaning of renao in
Chinese. Examining these aspects of the translation of renao provides insight into the cultural
norms and values with regard to liveliness, noise or hustle and bustle which in?uence
marketing in retail spaces (Warden et al., 2008). Yu (2004, p. 138) discusses how renao might
in?uence the feel of night markets in Taiwan. Renao is ‘‘considered to be a manifestation of the
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‘human ?avor’ (renqing wei) generated from enthusiastic human interactions. A shi
(marketplace) completely devoid of renao is obvious to even the casual visitor [. . .]’’
Night markets. In order to understand the dynamics of renao in a marketplace in a collectivist
society, a night market in Taiwan was chosen. Night markets, also referred to as ‘‘Tanfan
(street vendor) Concentration Areas,’’ are where retailers and street vendors form ‘‘unique
urban spaces and streetscapes’’ (Deguchi, 2005, p. 6). They offer insights into socio-cultural
contexts of an urban retail environment noted to provide leisure and relaxation. Outdoor
night shopping districts have long been popular in cities in China and other parts of East
Asia. By the late Tang dynasty (AD 618-907), shopping districts had spread out all over
streets, canals and bridges of the city, with night markets popular in the larger cities such as
Suzhou, Hangzhou, and Yangzhou (Johnson, 2001).
Night markets in Taipei are common, almost every neighborhood has one but some are
larger and drawregional and even national crowds. They are usually open and crowded with
shoppers every night of the week. The merchants in night markets are comprised of ?xed
retail stores open both night and day while others are only set up in the evening. A key
feature of these night markets is food vendors in stalls or pushcarts selling (xiaochi) or ‘‘small
eats’’ which are something more than just little snacks but less than a meal.
To examine the form, function and shopper characteristics and behavior of a night market,
both qualitative and quantitative methods were necessary. Since the literature does not
provide formal theoretical framework identifying the role of night markets in the lives of
Taiwanese consumers, a grounded theory approach was used. Grounded theory
systematically identi?es concepts and categories from interviews and text of informants to
aid in the generation of theory (Strauss and Corbin, 1998).
Interviews and observation in Study One identi?ed concepts important to understanding
why shoppers went to the night markets. These qualitative ?ndings from Study One were
tested in an empirical study. Study Two uses survey method to test the relationships between
the ful?llment of social and hedonic needs, physical factors and renao found in Study One on
consumer perceptions of the night market.
Study One
The purpose of Study One was exploratory, to examine shopping behavior in depth at a night
market in Taiwan. Research was conducted a priori, thus did not seek to con?rm or deny prior
hypotheses. Observation took place over an extended period of several weeks in the Pao Bu
night market in the northeastern part of Taipei. Pao Bu was chosen as a fairly typical night
market in the Taipei area. A medium-sized night market, Pao Bu is large enough to offer a wide
variety of merchandise in different product categories. Larger markets exist, but they often
have specialties which drawcustomers fromdistant places just to purchase those goods. Also,
shoppers at Pao Bu do not consist of large numbers of foreign tourists, which may change the
character of the merchant-customer interactions or the unique socio-cultural context.
Method – Study One
Participant observation and interviews were used in Study One to understand the function and
meaning of the night market by shoppers. Direct observation tells us what people do, not what
they say and is very revealing of cultural differences and helps to understand the
characteristics of a shopping environment (Wells and Lo Sciuto, 1966). This technique is
helpful in understanding a phenomenon as a whole, noting the interactions within their context.
Data collectors shopped at the stores and outdoor stalls, talked with customers and
shopkeepers, and walked miles of alleyways observing the physical environment and
shopping behaviors. A total of 156 hours of observation over a three-month period were
logged by four data collectors. The observers speak and read Chinese, and have lived
intermittently in Taiwan for a number of years, eliminating communication problems.
Pseudonyms for places and names are used throughout the presentation of the ?ndings to
protect the anonymity of those involved.
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Exploratory depth interviews were conducted by four interviewers with people who live in or
around the Taipei area over a period of two and a half months during the summertime.
Interviews were loosely structured with a list of topics in an effort to encourage informants to
freely elaborate on issues important to them. Rather than following a detailed interview guide,
informants’ accounts provided the basis for the broaching of issues (McCracken, 1988).
Interviews were conducted, tape recorded, and later transcribed verbatim. The transcribed
interviews were analyzed in an iterative process of coding, categorizing, and abstracting data
as outlined in guides for conducting qualitative and interpretive research in general, and
in-depth interviews in particular (McCracken, 1988; Strauss and Corbin, 1998). Transcripts
were read and coded at an individual level by two raters, independent fromthe purpose of the
research, then compared. Additional coding and categorization was completed in light of
subsequent interviews. Initial inter-rater agreement was 81 percent. Areas of disagreement
were resolved through formal discussions by the raters (McCracken, 1988).
Altogether 14 informants were interviewed at length in coffee houses, ranging in age from the
20s to the 60s representing a wide range of professions. Because the purpose was exploratory,
sampling was purposeful in an effort to obtain a diversity of shopping experiences,
perspectives, and life philosophies (McCracken, 1988; Strauss and Corbin, 1998). This
number is considered to be more than suf?cient when conducting in-depth interviews
(McCracken, 1988). According to the research design, interviewers were to conduct a
minimum of ten interviews and then conduct additional interviews if necessary to the point the
information revealed became redundant. Interviewers found considerable redundancy as early
as the 11th interview, but continued to 14 interviews to ensure results were consistent.
Themes were identi?ed from the data in the interviews and the observations through this
iterative whole-to-part and part-to-whole process. Themes identi?ed through interviews and
observations complemented each other and were combined to analyze shopping patterns
and the fabric of space in the Taiwanese night market. Lastly, these themes were submitted
to two independent raters to check for face validity.
Results – Study One
Based on the previous method, three major themes were identi?ed in this study of the Pao Bu
night market revolving around form, function and shopper characteristics and behaviors.
The ?rst was the physical environment of the marketplace and its direct impact on shoppers.
Second, the results look at how shoppers’ social needs and hedonic needs and utilitarian
needs could be ful?lled by the night market. Lastly, characteristics and behaviors of
shoppers were examined.
The physical environment. Several factors in the physical environment of Pao Bu night
market, displayed in Table I, provide the sense of place within which the social and
economic dynamics of the marketplace can occur. One of the most important factors is the
density of the physical environment. There are many ?xed retail stores and vendors. Within
this dense environment, there are ample gathering places, private spaces where groups of
shoppers can congregate and single shoppers can linger. An important part of the
environment which encouraged exploration was the extensive, frequently-changing variety
of products in the Pao Bu night market. Lastly, each night market had unique characteristics
to draw shoppers.
Ful?llment of social needs. The Pao Bu night market ful?lled shoppers’ social needs. These
results are displayed in Table II. People interviewed worked late so that nearby night markets
were a convenient place to meet friends after work or school, thus addressing social needs.
This dynamic created a 3rd place outside of work and home. The outlay of Pao Bu night
market provided shoppers a place to relax at the end of a workday. This second factor was
labeled relaxation with others. Lastly, buyer-seller interaction was a social factor. The night
market was a public place where people came to be where there was considerable
interaction between seller and buyer. Often, this interaction was initiated by the seller.
Ful?llment of hedonic needs. Informants often emphasized the sensory stimulation of
exploring the night markets displayed in Table III. They talked about the sights, the sounds
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and the smells drawing them to Pao Bu night market thus creating a sense of renao. First,
there was exploration, clearly an element of fun in browsing the shops and visiting the food
stands. Also, regardless of the type of shopper, there was a fairly high intensity of browsing
at Pao Bu night market. Eating was a major part of consumers’ experience at the night
market and was explorative in nature. Shoppers would engage in grazing, eat a little bit,
browse and then eat some more.
Ful?llment of utilitarian needs. Pao Bu night market also served utilitarian needs of the
informants who went there to purchase needed goods as displayed in Table III. Most
importantly, informants said they were interested in ?nding the right product at the right
price. They also felt there were ‘‘products that can only be bought here’’ that drew them into
the market.
Characteristics and behaviors of shoppers. These results also suggest how the physical
environment at Pao Bu in?uenced the types of customers shopping and identi?ed segments
of the population spending time at the marketplace as displayed in Table IV. These ?ndings
also show how the customers actually in?uence the form and function of the night market,
especially with regard to the sense of renao.
There was not a strict segregation of shopping areas by age or income level but a diversity of
shoppers. Night markets are perceived as an area for families, single adults, and the elderly.
Although shopping malls were clearly oriented toward a certain income level, night markets
Table I Physical factors affecting shopping in the night market
Density of physical environment *High density of stores 73 retailers in two blocks, open day and night. Approximately 90 street
vendors lined the middle of the street in two rows, setting up at dusk
*One-way foot traf?c Consumers strolled in one direction per side down the two lanes that
formed between the vendors and the stores
Unique characteristics *Clothing specialty At Pao Bu night market, clothing was important. Ming, a single teacher in
his 20s said ‘‘I often come here to shop for stuff. They have good prices on
the latest fashion, better than other night markets’’
Lee, a saleswoman in her 30s said that ‘‘I often shop here for good quality
of clothing that cannot be found at other night markets [. . .] Every time I
come back there is something different’’
*A famous vendor Consumers mentioned visiting different markets and places within
markets, including a famous smelly tofu stand at one market and a black
pepper pastry stand at another. At Pao Bu night market there is ‘‘a famous
oyster and mung bean noodle restaurant’’ that several shoppers
mentioned drew people speci?cally there
Gathering places *Food stands Come out after dark, set up in the middle of the street, back to back facing
either side, with chair in the middle
*Inexpensive places to sit Customers can sit and eat snacks inexpensively while conversing with
others.
*Prawn-?shing stalls Relax and spend time with other shoppers while ?shing and waiting for
their catch to be grilled
*Foot massage places Shoppers spend quite a bit of time interacting with shopkeepers
Variety of products *Fixed retail stores Majority sold clothing, primarily women’s clothing. Food was the next
largest category, with many different types of restaurants, each with its
own specialty. Entertainment was the third largest category, including a
mix of live entertainment, electronic and arcades
*Merchandise from
diverse sources
Local, Mainland China, India and other parts of Asia selling clothing,
indigenous people selling foods from their various ethnic groups, a Turkish
vendor selling ‘‘Turkish ice cream’’
*Street vendors Majority sold food; the xiao chi for which Taiwan night markets are famous.
Clothing 2nd and DVD/CD stores 3rd
*Inexpensive Merchandise on the tables of these street vendors was less expensive
than items found at the ?xed stores and sometimes pirated
*Other places Including a store selling turtles, fortune telling, prawn-?shing, and a
shrine
*Many new products Vendors offering free samples or beckoning shoppers to take a look
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seemed to include a variety of income levels. A convenience sample revealed shoppers
whose jobs ranged from professional to blue collar to the unemployed. In response to the
dense retail environment, shoppers in Pao Bu night market engaged in a negotiation of
space, in close contact with their environment. Lastly, for the most part, shoppers were
observed browsing in groups.
Discussion – Study 1
These results lend support to research indicating shopping environments are areas for social
and experiential spaces, as well as, economic exchange. They also support Hsieh and Costa’s
research (2001) identifying social motivations and group behaviors important to Taiwanese
shoppers. In order to fully understand why consumers shop in the Pao Bu night market and the
role they play in the market, the social and experiential aspects must be considered.
Shoppers enjoyed searching through the physical space of the market and through the wide
variety of goods that were sold there. This enjoyment of browsing seemed to be a major draw
to the marketplace. They also clearly felt as if Pao Bu was a place where they could relax with
friends and enjoy interacting with the merchants. These social support factors were noted
Table II Social needs met while shopping in the night market
A 3rd place outside of work and home *Not at home for long hours Shen, a single businessman in his 30s said, ‘‘I leave in the
morning and I don’t get home until late. It’s a place to be with
friends’’
*Home not a place for guests Min, a married businesswoman in her 20s who worked close
to the market, said: ‘‘I do not often entertain at home. It is a lot
of trouble to cook and clean. Then afterward I have to wash
the dishes. Why would I do that when there are so many
places here to take friends’’
Relaxation with others *Late workdays Workdays often ended as late as 9.00 or 10.00 p.m. for both
employees and students, arriving as individuals, pairs and
sometimes large groups to eat and have fun with others
there
*Relaxation Ping, a single secretary for a trading ?rm in her 20s said ‘‘I
have been coming to Pao Bu since high school in the
evening with friends to relax and have some fun with my
friends.’’ Jian, a married government worker in his 50s said
after work he will, ‘‘eat a little, get a foot massage, talk with
friends; it helps me relax from the day’’
Buyer-seller interaction *Merchants initiate interaction When local residents walked down the entire two block
stretch of Pao Bu night market, merchants from the ?xed
stores attempted interaction an average of seven times 210
percent of ?xed stores
Shoppers often continued interacting with the merchant,
asking about prices, product availability and trying whatever
samples were offered.
*Positive perception of
merchant interaction
Ma Ling, a married secretary in her 30s, said: ‘‘I expect
merchants will talk with me. They shouldn’t be too pushy but I
expect them to take the initiative. Sometimes they show me
something that I didn’t know about before. How can I know
about something newthat they are selling or a local specialty
if they do not tell me about it ?rst?’’
Renao *Negotiation of space Density of the physical environment in which there is a tight
negotiation of space contributed to a sense of ‘‘renao,’’
clearly favored by consumers
*Connectedness is good Ting, a married professional in her 40s said: ‘‘Space is at a
premium. I guess we could say it is too many people and too
little space. But even if there was more space I think people
would still want tightly packed night markets and lots of
renao. In these circumstances, the environment just feels as
if we are connected with others’’
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across a range of age groups, suggesting that Pao Bu night market does function as a third
place in the community in the same way as identi?ed by Rosenbaum(2006) but appealing to
a broader segment of society. Lastly, comments in interviews throughout suggested
consumers went to Pao Bu to ?nd the products they wanted at the price they wanted. Some
shoppers went there for a particular product they could only ?nd at a particular night market.
Price comparisons were common.
These results also help us understand how the sense of renao forms Pao Bu’s role as a night
market. The sense of renao actually drew shoppers to the night market. Shoppers enjoyed
the lively sights and sounds. They also enjoyed negotiating their way in the crowded
environment. Renao meant there were many available activities in which to participate at the
marketplace, from browsing to chatting with sellers and friends to prawn ?shing. Renao did
not have negative connotations such as too ‘‘noisy’’ or something to be avoided. Study Two
empirically tests the relationships between the ful?llment of social and hedonic needs,
physical factors and renao found in Study One on consumer perceptions of the night market.
Table III Hedonic and utilitarian needs met while shopping in the night market
Ful?llment of hedonic needs
Exploration *Novelty Ling a university student said, ‘‘I like to see what is new.’’ Jun a single
business person in his 20s added that ‘‘I haven’t ?nished exploring all of
the shops in this area’’
*Change An important element of exploration. There was a certain degree of
transient nature in the stands selling goods. Shoppers have their
favorite places they like to go, but they said things are always rapidly
changing. That creates new places or novel goods that draw them
there
Browsing *Browsing intensity In a block of 32 stores, shoppers stopped and physically handled the
merchandise at an average of seven stores and purchased at an
average of one store
*Gender No differences by gender, men (7.01) and women shopped at the same
average rate (7.02)
*Groups Families and couples stopped at nine and ten store and purchasing at
one or two stores
*Lone shoppers Either stopped at ?ve or six stores or they shopped at more than 12
stores. The most proli?c shopper was a lone male who visited 15 stores
and purchased in four stores
Grazing *Food stands Many of the foods sold at Pao Bu night market, as in other night markets
in Taiwan, are not full meals but they are not considered junk food
either
*Wide variety There are meats, seafood, vegetables, and other types of foods but
they are sold in small portions
*Restaurants There are sit-down restaurants that offer large portions of food, but they
do not attract the largest crowds
*Grazing Ling, a housewife in her 30s said that at Pao Bu night market ‘‘I eat a
little, window shop, eat a little more, buy a drink, window shop, haggle,
eat a little more’’
Ful?llment of utilitarian needs
Finding the right product at the
right price
*What attracted shoppers Large number of vendors, the pricing and the variety of products
attracted shoppers
*Bargain hunting important Looking for products at the right price
*Widely varying prices For the same product between different vendors
*Comparison shopping Every informant mentioned they shopped for the best price and there
was a lot of observed comparison shopping
Products that can only be found
here
*Unique products A type of black-pepper cake originally fromFujian that is sold at Pao Bu
could not be found in other night markets and often had a very long line
of shoppers waiting to purchase
*Specialization People also come to Pao Bu for certain items that are best found there or
in some cases can only be found there. Lee felt that types of clothing
she liked could be found nowhere else except Pao Bu.
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Study Two
Data for this study were obtained by surveying student informants at three universities in
Taipei. Informants were offered packaged snacks to ?ll out the survey, 109 participated.
Informants were asked to complete the survey questions about their favorite night market
which they identi?ed as an open-ended response at the top of the survey.
Measurement – Study Two
The survey items were created in English and then translated into Chinese. The scale items
are found in the Appendix. To ensure that the meaning was understood in the same way as
the original language, a parallel-blind process of translation was utilized (Lonner and Berry,
1986). This process is an iterative back and forth translation of the survey until the meanings
in both languages are the same.
Questionnaire items measuring social needs were derived from items on the Social Support
for Transactions scale (Rosenbaum, 2006; Doeglas et al., 1996). They were measured on
seven-point Likert-type scales anchored by ‘ ‘always’ ’ (7) and ‘ ‘never’ ’ (1)
(M ¼ 3:3; a ¼ 0:89). Items measuring hedonic needs were seven-point semantic
differential scales modi?ed from Voss et al. (2003) (M ¼ 5:3; a ¼ 0:92). Lastly, items using
seven-point semantic differential scales measured utilitarian needs in a night market
(M ¼ 4:98; a ¼ 0:95) assessing if shoppers found what they wanted at the price they
wanted, which relates to smart shopping behavior (Mano and Elliot, 1997).
Table IV Characteristics and behaviors of shoppers at the night market
Diversity of shoppers *Families browsing until late Extended families could be seen strolling in Pao Bu night market until late in
the evening. This was especially true on weekend evenings, but also on
weekday evenings
*Age-appropriate activities Offered for both adults and children. Prawn-?shing and toy shops attracted
younger children as well as adults. Arcades and video/CD stores attracted
more teenagers and some young adults.
*Shopping times Opening time was at dusk as some employees started to arrive from work.
Some of the ?xed retail establishments also serve a daytime lunch crowd, but
they open very late in the morning
Later in the evening, as more people got off from work and class, the night
market got more crowded
*Family leisure activity Hong, a teacher in his 30s shopping with his family said that: ‘‘it is just
someplace that everybody in our family can ?nd something that we like to do.
My wife and I each have our own shopping interests. Our children can shop at
some stalls or play the games. My mother can also ?nd what she likes. And
there are certain food stalls where we can all enjoy the food together’’
Negotiation of space *Negotiation of dense space Shoppers negotiated space with other shoppers, with merchants and even
with the mopeds that drive through even the most crowded of places. In some
places, informal lanes formed where the ?ow of traf?c moved in one direction
only
*Perception of safety None of those interviewed thought of any danger, though several said that the
mopeds were an annoyance. But there was always an awareness, perhaps at
a low level, of other elements of their environment
*Renao Shoppers liked this type of environment. Informants said this place has a lot
of ‘‘renao,’’ which roughly translates into ‘‘bustling with noise and
excitement’’
*Sensory stimulation Many sought it out speci?cally for the sensory stimulation. Lila, a social
worker in her 40s, said: ‘‘I like all of the people, sounds and sights. There are
shopping malls with more space, but it just doesn’t seem as fun. It just seems
too [. . .] arti?cial, without the spontaneity of the night markets’’
Browsing in groups *Groups 62 percent of shoppers (62 percent) at the night market were couples with no
children
*Children 29 percent were families with children. This was true even at 10 p.m.
*Couples Majority had both a male and female adult (85 percent)
*Shopping alone 9 percent shopped alone. Of those who did, 91 percent were men
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A factor analysis was conducted on all items measuring the needs of shoppers ful?lled by
the marketplace, testing the dimensionality of these measures. Results from the factor
analysis show one factor for social needs (with factor loadings of 0.68 to 0.87), one factor for
hedonic needs (with factor loadings of 0.73 to 0.84) and one factor for utilitarian needs (with
factor loadings of 0.89 to 0.93). These three factors cumulatively explained 70.4 percent of
the variance using a principal component analysis and varimax rotation.
Overall consumer impressions of satisfaction (Oliver, 1992) with the market
(M ¼ 5:4; a ¼ 0:92) and renao (M ¼ 6:1; a ¼ 0:94) were measured with three-item,
seven-point Likert-type scales anchored by ‘‘Strongly Agree’’ (7) and ‘‘Strongly Disagree’’
(1). Factor analysis testing the dimensionality of these needs measures found one factor for
satisfaction (with factor loadings of 0.91 to 0.97), one factor for renao (with factor loadings of
0.79 to 0.96). These two factors cumulatively explained 88.9% of the variance using a
principal component analysis and varimax rotation.
The measures regarding the physical environment were derived from statements made by
informants about the night market in Study One. All 14 items were measured with seven-point
Likert-type scales anchored by ‘‘Strongly Agree’’ (7) and ‘‘Strongly Disagree’’ (1). One item
was discarded due to low pattern coef?cients. Factor analysis revealed three distinct factors.
There was a factor for the density of the physical environment (M ¼ 3:3; a ¼ 0:89), with factor
loadings of 0.61 to 0.85, which included product variety. Second, there was a factor for unique
characteristics of the night market (M ¼ 5:1; a ¼ 0:64), with factor loadings of 0.70 to 0.87.
Lastly, there was a factor for places to socialize (M ¼ 5:4; a ¼ 0:92), with factor loadings of
0.83 to 0.93. These three factors cumulatively explained 73.0 percent of the variance using a
Principal Component Analysis and Varimax rotation. Intention to revisit the night market was
measuredwith the item‘‘I will probably revisit this night market again often in the future’’ (Jones
et al., 2006). Lastly, respondents were asked the number of times shoppers shopped at the
particular night market over the past year.
Results – Study Two
Consumer needs met by the physical environment. First, the relationships between aspects
of the physical environment and consumer needs met by them were examined. These
results are displayed in Table V. Linear regression of the physical layout in the environment:
density, unique characteristics of the night market and places to socialize on the social
needs found only the variable for places to gather was signi?cant (Std.
b ¼ 0:28; p , 0:01; R
2
¼ 0:08). A similar regression of the factors of the physical
environment on hedonic needs found only the variable for density was signi?cant (Std.
b ¼ 0:25; p , 0:05; R
2
¼ 0:08). Lastly, a regression of the physical environment factors on
utilitarian needs found only the variable for unique characteristics of the market was
signi?cant (Std. b ¼ 0:26; p , 0:05; R
2
¼ 0:10). Consumer needs on satisfaction. Second, a
linear regression examined the relationships between these needs ful?lled and satisfaction
with the night market. The overall model was statistically signi?cant (adj. R
2
¼0.29,
F ¼ 15.91, p , 0.01). The hedonic needs variable was statistically signi?cant (Std.
b ¼ 0.44; p ,0.01) and the variable for utilitarian needs was marginally signi?cant (Std.
b ¼ 0.17; p ¼ 0.06). This ?nding means that the degree to which hedonic needs are met and
to a lesser extent to which utilitarian needs are met leads to satisfaction with a night market.
Table V Physical environment as predictor of consumer need ful?llment
Social needs Hedonic needs Utilitarian needs
Standardized B t Standardized B t Standardized B t
Density 20.14 21.23 0.25 2.13* 0.13 1.14
Gathering places 0.28 2.73** 20.10 20.95 0.00 0.01
Unique characteristics 0.20 1.78 0.16 1.41 0.26 2.36*
Notes: *p ,0.05; **p ,0.01
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Renao was tested as a mediating variable between the needs ful?lled by and satisfaction
with the night market. According to Baron and Kenny (1986), to test this relationship an
additional two regression equations were estimated:
(1) renao on satisfaction with the night market; and
(2) regressing both the needs ful?lled by the night market and renao on satisfaction with the
night market.
Results showed:
B hedonic needs ful?lled by the night market and to a lesser extent, utilitarian needs
signi?cantly affect satisfaction with the night market;
B renao (Std. b ¼ 0:46; p , 0:01) was a signi?cant predictor of satisfaction (adj.
R
2
¼ 0:21; F ¼ 28:93; p , 0:00); and
B when each of these independent variables was added, the predictive ability of hedonic
needs (in equation 1: Std. b ¼ 0:44; p , 0:00; in equation 2: Std. b ¼ 0:35; p , 01) and
especially utilitarian needs (in equation 1: Std. b ¼ 0:17; p ¼ 0:06; in equation 2: Std.
b ¼ 0:09; p ¼ 0:28) decreased substantially, while renao was signi?cant (Std.
b ¼ 0:32; p , 0:00).
Therefore, consumer needs ful?lled by the night market do have an impact on consumer
satisfaction with that market and this relationship is at least partially mediated by the
perceived renao of the night market.
Consumer needs on intention to revisit night market. Even stronger results show renao as a
mediating variable were found for the impact of needs ful?lled by the night market on
shopper intention to revisit. Results showed: (1) hedonic needs ful?lled by the night market
and to a lesser extent, utilitarian needs signi?cantly affect intentions to revisit the night
market. The overall model was statistically signi?cant (adj. R
2
¼ 0:190; F ¼ 9:59; p , 0:01).
The hedonic needs variable was statistically signi?cant (Std. b ¼ 0:29; p , 0:01) and the
variable for utilitarian needs was marginally signi?cant (Std. b ¼ 0:18; p ¼ 0:06). This ?nding
means the degree to which hedonic needs are met and to a lesser extent to which utilitarian
needs are met leads to consumer intent to revisit the night market.
Second, renao (Std. b ¼ 0:47; p , 0:00) was a signi?cant predictor of intentions to revisit
(adj. R
2
¼ 0:22; F ¼ 30:78; p , 0:00). Third, when each of these independent variables was
added, the predictive ability of hedonic needs (in equation 1: Std. b ¼ 0:29; p , 0:01; in
equation 2: Std. b ¼ :18; p ¼ 0:06) and utilitarian needs (in equation 1: Std.
b ¼ 0:17; p ¼ 0:06; in equation 2: Std. b ¼ 0:16; p ¼ 0:08) decreased substantially while
renao had quite an impact (Std. b ¼ 0:38; p , 0:00). Therefore, consumer needs ful?lled by
the night market do have an impact on consumer intentions to revisit that market and that this
relationship is at least partially mediated by the perceived renao of the night market. To note,
there were no gender effects in the sample.
Discussion – Study Two
These results suggest the physical retail environment facilitates certain behaviors which can
lead to the desired social, experiential and utilitarian outcomes for shoppers. All of these are
very important functions of a marketplace and provide bene?ts to any neighborhood in
which they are located. As suggested by the qualitative results in Study One, night markets,
through their physical and social environment, provide social support to many different
segments of consumers; however social needs are not the draw.
The uniqueness of the goods offered in the marketplace seems to entice consumers to shop
and to buy while the density of the night market drewcustomers to browse for the excitement
of being there. Speci?cally, the large number of vendors, the chaos and somewhat
unplanned character of night markets seem to be a draw, appealing to shoppers’ hedonic
needs. In this context less planning is better than more planning in this shopping
environment. The ful?llment of these needs draw customers into a particular night market,
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suggesting shoppers are looking for products, bargains and excitement rather than
relationships.
Most interesting is renao may mediate whether or not these needs are met and their impact
on consumer satisfaction with and desire to return to the night market. This may explain why
such marketplaces have developed in some areas and not in others. The enjoyment and
acceptance of renao in a society may be the key. In societies where this type of bustle and
activity is viewed as a public nuisance, this type outdoor market will be limited or
nonexistent. In such places, entertainment in private spaces such as the home may be more
highly valued than activities in public life.
Night markets in this study were important to the lives of these consumers. The average
stated number of visits over the past year was 52, which indicates respondents visited
approximately once a week just to their favorite night market although they may also visit
other night markets. These ?gures suggest night markets play a signi?cant role in Taiwan’s
society beyond the occasional tourism spot outdoor retail markets play in other societies.
They are places where the public visits and shops on a regular basis.
Conclusions
The dynamics of renao are essential for this leisure shopping environment and this
collectivist society. Night markets provide a space in the community where shoppers relax
with others and interact with sellers while they explore and browse for unique items at the
right price. The sense of renao is meaningful as a mediator to the form and function of night
markets and enhances the excitement and unplanned nature of shopping behaviors and
satisfaction.
These results also suggest retail layout and design are heavily in?uenced by socio-cultural
aspects of consumers. Those societies in which there is an interdependent self will have
more lively retail environments than those that are not. The sense of enjoyment in group
settings may lead to retail designs facilitating renao and more frequent market visits. Dense
physical environments and the need for shoppers to negotiate around other shoppers and
sellers create renao, which draw people in and enhances the ensuing shopping experience.
Managerial implications. This research study will help retail managers, urban planners and,
policy makers understand the crucial nature of socio-cultural norms in in?uencing use of
retail space on leisure shopping satisfaction. In Taiwan certain physical environments do
create more of a sense of renao than others and so they are more attractive to consumers.
Multinational retailers, the French hypermarket Carrefour for example, also create a sense of
renao in their Taiwan stores by dense placement of products and frequent announcements
to their customers by store employees.
In conclusion, the need to determine the impact of the design of a shopping environment
differentially impacts the ful?llment of social, hedonic and utilitarian needs of consumers.
Some retail environments, such as coffee shops, are clearly designed to meet social needs.
Others, such as arcades and amusement parks, are designed more for hedonic needs. Still
others, true in many online virtual shopping environments, maximize the utilitarian need to
?nd the best product for the money as quickly as possible. A good ?t between the needs a
particular retail environment ful?lls and the expectations of its potential consumers is
important.
Future research could extend the ?ndings of this study to night markets in other parts of Asia
and to public market places in the West. Perhaps varying cultural norms lead to differing
retail environments to serve the same needs. Lee et al. (2008) found the image of night
market among foreign residents varied just depending on experience with them. Perhaps an
indoor shopping mall, ?ea market, carnival and in some cultures maybe even online
environments may be optimal in serving consumers’ hedonic needs.
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Appendix
Social needs
(1) How often are people at the night market friendly to you?
(2) How often do people at the night market make you feel at ease?
(3) How often do people at the night market cheer you up?
(4) How often do people at the night market lend you a friendly ear?
(5) How often are people at the night market helpful?
(6) How often do you go to the night market because you enjoy the people there?
(7) How often do you get information or advice from people at the night market?
Hedonic needs
Fun/not fun, exciting/dull, delightful/not delightful, thrilling/not thrilling, enjoyable/not
enjoyable
Renao
1. This night market is very renao.
2. If I want renao, I can go to this night market.
3. This night market is a really renao place.
Satisfaction
4. I am satis?ed with this night market.
5. I like this night market.
6. I am pleased with this night market.
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Revisit
7. I will often go back to this night market.
8. I will visit this night market on a regular basis.
9. This night market will be visited by me frequently.
Physical environment
10. This night market is very dense.
11. There are a lot of merchants per square kilometer in it.
12. There are a lot of stores and stalls in a space that is not very big.
13. It is not easy to walk quickly through this night market.
14. Shoppers must walk slowly to get from one end of it to the other.
15. Walking through this night market requires time.
16. There are a lot of places to just sit down with friends at this night market.
17. I can get together with my friends at this night market.
18. It has many places to get together with friends.
19. This night market has a wide variety of products and services.
20. There is a wide variety of things sold at this night market.
21. There are many different types of products and services in this night market.
22. My favorite night market has unique characteristics.
23. There is something special about my favorite night market.
24. My favorite night market has special characteristics about it.
25. There are a lot of shoppers at this night market.
26. This night market is always crowded with shoppers.
27. There are many shoppers at this night market.
Corresponding author
David Ackerman can be contacted at: [email protected]
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