Paper Title
A STUDY ON THE TAIWANESE CONSUMER BEHAVIOR IN THE NIGHT MARKET

Abstract
This paper is to study the consumer behavior of Taiwanese street food, and to understand the factors of choosing night market street food from the perspective of consumers. We take Yuan Huan Bien (YHB), which has won the Michelin Bib Gourmand award as an example, to analyze the consumer behavior pattern and explore consumers' satisfaction with the store's products. This research uses the service blueprint to understand the overall service process and related operations of Yuan Huan Bien (YHB), and then conducts a consumer questionnaire to understand the basic background of customers, consumption habits, consumer purchasing motivation and consumer satisfaction. Finally, we provide five suggestions for the eatery. Keywords - Consumer Behavior, Night Market, Oyster Omelet, Service Blueprint.