An Assessment of Visitors' Behavioral Intentions in the Taiwan Tourist Night Market Using a Multilevel and Hierarchical Approach

Abstract

This study examines the interrelationships among the behavioral intentions and constructs related to behavioral intentions and identifies the dimensions of service quality in the Taiwan tourist night market. The dimensions of service quality are built on a basis of formative indicators, and a multilevel and hierarchical model is used as a framework to synthesize the effects of the constructs related to behavioral intentions in the Taiwan tourist night market. The findings are based on structural equation modeling of a convenience sample of 489 respondents. The findings reveal that there are four primary dimensions and 11 subdimensions of service quality in the Taiwan tourist night market.