The Operative and Spatial Patterns of Side Stall Game Vendors at the Circulative Night Market in Tainan
Date Issued
2015
Date
2015
Author(s)
Wang, Hsiao-Yuan
Abstract
In recent years, the night market has no longer operated underground; rather, it runs openly, and becomes one of the important business patterns in Taiwan, and a place for recreation for many modern people to spend their free time. Game vendors serve as one of the components that form the night market, and as a business type that has seemingly declined. Here, the importance of ""people"" surrounding between the vendors and the consumers is continuously emphasized repetitively. In order to present the integral role of the game vendors in the circulative night market, this research was conducted from four directions; that is, the history of the game vendors, the space property, the vendors, and the consumers. With social capital and embeddedness as the theories, this research further analyzed the standard of the vendors'' operation decisions. According to the research results, it has been found that the mutual trust mechanism of the network not only functions as the standard to connect the trade, but also plays the role of suppression and sanction. Particularly, the market of the game vendors tends to be saturated easily, which results in the small number of the game vendors, and makes it hard for the vendors to evade the influence of the network when they actively or passively intend to enter the industry. In the process of operation, on one hand, the vendors can consciously exert the social capital of their own; on the other hand, their unconsciousness is influenced by the embeddedness caused by the political. cultural, cognitive, and structural dimensions. The two influences are not independent from each other; rather, they are strengthened or weakened mutually. As for the vendors'' attitudes towards the consumers and the strategies they adopt during operation, it varies greatly due to different states of embeddedness, which directly affects the sales and the consumers'' emotional experience with the night market game vendors or even the overall circulative night market.
Subjects
Tainan county
the circulative night market
the game vendors
the new economic socialogy
embeddedness
Type
thesis
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