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研究生:陳永杰
研究生(外文):Yung-Chieh Chen
論文名稱:休閒農場場長的創新認知、創新行為與創新績效之關聯性研究
論文名稱(外文):The Relationship among Innovation Perception, Innovation Behavior and Innovative Performance on Recreation Farm Managers:An Empirical Study of Keelung City, Taipei City, New Taipei City, and Taoyuan County
指導教授:段兆麟段兆麟引用關係
指導教授(外文):Chao-Lin Tuan
學位類別:博士
校院名稱:國立屏東科技大學
系所名稱:熱帶農業暨國際合作系
學門:農業科學學門
學類:一般農業學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
論文頁數:139
中文關鍵詞:休閒農場創新認知創新行為創新績效
外文關鍵詞:recreation farminnovation perceptioninnovation behaviorsinnovative performance
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休閒農業與農場的發展已經邁入成熟期階段,為了永續經營許多休閒農場常以新的產品或是創新的服務來吸引遊客,而台灣休閒農場的分布又以北部居多因此本研究主要是想要瞭解台灣北部地區休閒農場的創新情形,而根據許多研究發現,創新的內容除了產品外也還包括企業內部的組織創新,組織的創新會影響創新的結果,而創新的績效往往會決定公司是否能夠永續發展,因此採用此概念將研究構面分為三個部分,第一為休閒農場對於「創新認知」、第二為「創新行為」,最後想要瞭解各農場「創新績效」並且瞭解三者之間的關係。
本研究採取量化研究方法,以統計方法中的路徑分析瞭解三者之間的關係,而樣本數的擷取以基隆市、新北市、台北市與桃園縣的休閒農場場長,因此研究結果顯示「創新認知」會影響「創新績效」,而且「創新的行為」也會影響「創新績效」但是「創新認知」與「創新行為」無因果關係,也就是表示休閒農場場長雖然知道創新的概念與重要性但卻沒有完全顯現在創新的行為,因此得知在休閒農業的輔導中應該找出如何發揮創新的概念於創新行為。
而研究結果除了瞭解三者之間關係外,研究者也發現許多休閒農場對於「成本」的概念薄弱,從研究結果發現經營者並沒有也不一定會採用會計與財務的方法來降低成本,因此在未來的教育訓練中除了鼓勵「創新」之外還需要教導經營者如何運用會計與財務的方法並結合科技來協助降低成本和增加利潤。

The purpose of this study was to investigate the main factors affecting recreation farm manager’s innovation adoption in Taipei City, New Taipei City, Keelung, and Taoyung County. These three main subjects are Innovation Perception, Innovation Behaviors and Innovative Performance. These three concepts affects whether the sustainability of recreation agriculture.
From the descriptive statistic analysis, the result showed mangers had better performance in innovation perception then other two concepts. This indicated that managers understood the importance being innovative but had problems in carried out them. From the non-economic performance factor, the outcome illustrated that managers received more confidence after enrolled agriculture recreation business.
The author adopted the “Path Analysis” method to examine their relationships. The results indicated that only two concepts were significantly related. Those were related also showing direct and positive effect. It has appeared that Innovation Perception has effect on Innovative Performance but not on the Innovation Behavior. And Innovation Perception also has effect on the Innovation Performance. Therefore, counseling teams or future researchers can do a study on how to make mangers use of innovative concept in innovative behavior.
Outcome also showed that recreation farm managers were weak in managing “cost and benefit analysis.” They had little skills, concept or understanding about the accounting and financial statement. Therefore, training and education should be reinforced in those areas. Furthermore, managers should encourage their employees on how to decrease the “cost.” And also utilizing the accounting and financial skills in reducing their whole cost through the advanced computer software.
To sum up, the management innovation is essential for managers. It is important because it can reduce the cost and increase the benefit. Furthermore, it can analyze their present and future problems through numbers. To the most essential, it can help the recreation farm to become sustainable.

1. Introduction
1.1 Research Background
1.2 Research Motivation
1.3 Aims of the Research
1.4 Research Process
1.5 Research Areas
2. Literature Review
2.1 The Context of Taiwan Agriculture Recreation
2.2 Concept of Innovation
2.3 Concept of the Perception
2.4 Concept of Behavior
2.5 Concept of Performance
2.6 Relationships among Perception, Behavior and Performance
3. Research Methodology
3.1 Research Design and Research Framework
3.2 Operational Definition and Measurement Development
3.3 Survey Development
3.4 Data Analysis Methods
4. Results and Discussion
4.1 Testing the T-Distribution of the Survey
4.2 Descriptive Analysis of Constructs
4.3 Apply Factor Analyses to the Survey
4.4 Description of the Demographic Characteristics of the Sample and Descriptive Statistics of the Constructs
4.5 Reliability and Validity of the Survey
4.6 Correlation of the Constructs
4.7 Multiple Regressions of the Concepts
4.8 Analysis of Demographic Characteristics with the Constructs
5. Conclusions and Suggestions
5.1 Summaries and Discussions
5.2 Managerial Implications
5.3 Research Limitations
5.4 Suggestions for Future Study
6.References
Appendix
Biographical Sketch of Author

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