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研究生:黃雅芝
研究生(外文):Ya-Chih Huang
論文名稱:台灣樂活生活型態之測量—台中地區之檢證分析
論文名稱(外文):LOHAS Measurement in Taiwan— A validation in Taichung Area
指導教授:董時叡董時叡引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:生物產業推廣暨經營學系所
學門:生命科學學門
學類:生物科技學類
論文種類:學術論文
畢業學年度:98
語文別:中文
論文頁數:138
中文關鍵詞:樂活生活型態量表
外文關鍵詞:LOHASlifestylemeasurement scale
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近十年來,樂活的概念在媒體與企業的推波助瀾下已在台灣蔚為風潮。然而至今台灣多數與樂活相關的研究仍著重於商機評估和消費者人數預測,對於樂活的定義仍不明確,學術研究也付之闕如。為深入探究台灣樂活生活型態,本研究嘗試建構台灣本土的樂活生活型態量表,為了確立量表的適切性,同時蒐集實際樣本檢證之。本研究假設商品型農業和市民農業消費者存在樂活程度上的差異,因此欲運用量表來衡量此兩型態消費者的樂活程度以確立量表效度。簡言之,本研究目的有二,一為建構台灣本土樂活生活型態量表;二則為實際運用此量表以探究其適切性。
量表構面的建構先是透過兩回合的德菲法匯集專家意見而成,隨後根據各構面蒐集相關題項以完成量表建構。量表題項共計59題,透過攔截式的訪問共蒐集453筆觀察值。
資料分析則先以探索性因素分析將樂活變項簡化為16個因素,接續又進行集群分析將研究對象區分成5個集群,依其樂活特質分別命名為:充實生活族、自律儉樸族、平淡生活族、務實求是族和寄情工作族;後續則再透過交叉檢證來確立因素分析與集群分析的準確性。在效度的部分則以農產品消費型態與樂活集群的關聯性分析和農產品消費型態之因素分析結果比較來檢證效標關聯效度之同時效度。結果顯示,樂活生活型態量表的信、效度皆在可接受的範圍內。

LOHAS has been a prevalent slogan in Taiwan since in recent years. However, the strict definition of LOHAS is unclear so far. In order to comprehend LOHAS deeply, the purpose of this research has twofold. The first one is to construct a Taiwanese LOHAS measurement scale, and the second is to apply this scale to consumers for validation. Since food-related lifestyle is most familiar to us, this study cross-validated consumers separately from food-related consumption modes of commodity and civic agriculture. By comparing their differences of LOHAS measures, the researcher can go further in validating LOHAS measurement scale.
Delphi method in this research contained 2 steps, and it was used to develop and design dimensions of LOHAS lifestyle measurement scale. Those dimensions established at the first step consequently contributed to scale building. After constructing the scale, an expert analysis and survey was performed to confirm the reliability and validity of the scale. A combination of systematic and quota-sampling was executed to pick out and recruit consumers for data collection.
Several statistical methods were employed to validate the reliability and validation of LOHAS scale, such as factor analysis, cluster analysis, ANOVA, and cross-tabulation analysis. Factor analysis was performed to extract LOHAS items into 16 factors, and then these factors were used by cluster analysis to classify consumers into 5 groups. According to the results, the reliability and validity of LOHAS scale were proven to be acceptable.

第一章 緒論 1
第一節 研究緣起 1
第二節 研究目的和重要性 3
第二章 樂活之定義與衡量 4
第一節 生活型態的定義 4
第二節 健康生活型態之緣由與定義 6
第三節 永續生活型態之緣起與定義 7
第四節 樂活生活型態衡量工具比較 11
第五節 樂活生活型態衡量參考構面與題項 17
第六節 農產品消費型態與樂活生活型態之關聯 26
第三章 研究方法 31
第一節 研究流程圖 31
第二節 研究對象與抽樣 32
第三節 樂活量表的建構 34
第四節 量表的應用與資料蒐集 45
第五節 資料分析方法 49
第四章 資料分析 51
第一節 樣本分析 51
第二節 樂活生活型態構面描述性分析 54
第三節 樂活生活型態各構面之因素分析 60
第四節 樂活生活型態之集群分析 68
第五節 樂活生活型態之交叉檢證 79
第六節 效標關聯效度 86
第五章 結論 95
第一節 研究發現與討論 95
第二節 研究限制 98
第三節 未來研究建議 99
參考文獻 103


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2. 李永展、陳錦賜(2001)。永續發展之反思。建築與規劃學報,2(1),43-57。
3. 鄭健雄、劉孟奇(2003)。台灣本土化渡假生活型態量表之建構—以多樣本為基礎之信效度分析。管理學報,20(6),1221-1246。
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