Urbanization is a result of a rise in global businesses and the space for man’s recreational activities has been greatly compressed. This has resulted in the widespread global trend of nightclubs and bars. In recent years, themed nightclubs and bars provide a variety of consumer choices and experiences according to different market needs, and nightclubs and bars are becoming increasingly diverse.
This study uses the theory of planned behavior as a structural foundation and explores the causal relationship between the experiences and behavioral intentions of consumers in nightclubs and bars according to their ideas and behavior. The study also uses SPSS and AMOS software for related statistical analysis to clarify consumer’s consumption intentions and influencing factors towards nightclubs and bars.
The analysis results of this study discovered that consumer personal preferences, influence of others, and service mastery have positive influence on consumption intentions, especially the influence of personal preferences; the influence of others is secondary, and service mastery last. In other words, consumers that go to nightclubs for consumption are mostly dictated by their views and attitudes toward the nightclub. The consumers will decide if they go to the nightclubs to consume based on their likes and dislikes, and the consumer’s friends and family, and the media reports are the secondary reason they go to the nightclubs.
Therefore, we know that consumers use their five senses to experience the nightclub’s atmosphere and build their impression toward it. This study believes that businesses should strengthen the cuisine, wine, music, lighting, spatial planning, image design, entertainment effects, and atmosphere of nightclubs; if any of these factors have problems or there is bad customer service, it will influence the consumer’s intention for repeat consumption. Operating with different themes, media exposure, and a spokesperson will all change consumers’ images toward a nightclub and increase their willingness for consumption.
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