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研究生:潘柏翰
研究生(外文):Po-Hann Pan
論文名稱:休閒農場體驗活動、顧客滿意度及消費支出關係研究
論文名稱(外文):An Investigation on Leisure Farm Experience Activities, Satisfaction and Consumer Spending
指導教授:雷立芬雷立芬引用關係
指導教授(外文):Li-Fen Lei
口試委員:官俊榮盧永祥
口試委員(外文):Jerome C. GeaunYung-Hsiang Lu
口試日期:2015-07-14
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:農業經濟學研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:70
中文關鍵詞:休閒農場體驗活動顧客滿意度消費支出路徑分析
外文關鍵詞:leisure farmexperience activitiescustomer satisfactionconsumer spendingpath analysis
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2014年全臺共有2,408家農業場家,顯示產業內部的競爭越形劇烈,休閒農場業者必須建立特色才能產生競爭優勢。農林漁牧生產、農業經營活動、農村文化及農家生活都是休閒農場的經營基礎。消費者的體驗方式,包括解說、參觀、參與操作、品嚐、比賽等。然而各種體驗方式必須符合消費者休憩的需求,甚至讓其得到滿意,消費者才會願意支付各項體驗活動的費用,業者才有提高收入的機會。本研究欲以滿意度為中介變數,探討不同種類之體驗活動對消費支出的直接效果與先透過滿意度再進而影響消費支出的間接效果,驗證不同種類之體驗活動是否對滿意度與消費支出具有影響效果。
本研究從「2014年農業旅遊經濟效益評估-遊客問卷」的問卷資料,隨機取出3,562個樣本進行因果路徑實證分析。樣本資料顯示,親友同行所佔比例最高,消費者的資訊主要來自網站,而平均體驗金額不超過400元。緣此,業者可以善用網路行銷以及社群媒體的宣傳功能,作為促銷工具。在體驗活動的設計上,應該考量親友同行的消費群體,設計活動內容,以符合消費者之需求。
有關體驗活動可以透過滿意度提升而增加消費支出的假設檢定,結果顯示「農漁牧生產體驗活動」、「食材品嚐活動」、「農產品加工或周邊品利用體驗活動」、「民俗或童玩活動」此四種體驗項目對滿意度與消費支出之影響路徑皆為顯著。其中以「食材品嚐活動」之路徑最為顯著。建議業者強化在地食材之特色,發展相關體驗活動,譬如從採摘、處理以及動手烹調的完整體驗活動。甚至以當地食材開發完整套餐,並且提升擺盤裝飾以及餐廳的佈置,以達到五官在「色、香、味」的體驗。


Taiwan belongs to smallholder agriculture, last several years, the government has been actively transforming traditional agriculture into high value-added agriculture such as leisure agriculture and tourist farm, therefore operating agriculture experience activities has become a major option for leisure farm owners.Economic pattern also changes with the times, now is the era of experience economy. Tourists has become more and more leisure-oriented these days, their expectations in experience activities also tend to be diversified. There are plenty of literatures regarding whether experienceactivities increase consumers’ satisfaction and spending. This research treats consumer satisfaction as the mediatorin order to investigate the direct effect from multiple types of experience activities also the indirect effect of consumer satisfactionand further spending, which completely verify the synergy between different types of experienceactivitiesand consumer satisfaction as well as their spending.
In order to conduct empirical analysis, this researchestablishes causal path model applying 3562 samples from the questionnaire“Assess and Evaluate Agricultural Tourism Economy -Visitors Questionnaire, 2014”, then verify the significance of each path with AMOS21.0. The result demonstrates that“Agriculture, Fisheries and Animal Husbandry ExperienceActivities”, “Ingredient Tasting Activities”, “Agricultural Products Processing/Peripheral Products Experience Activities”and ”Folklore/Folkgame Activities”are significant to bothconsumer satisfaction and their spending which "Ingredients Tasting" path is the most significant among all activities. This research also submits proposals to leisure farm owners according to the empirical result.


摘要......... ii
Abstract..... iii
目錄........ iv
表目錄........ v
圖目錄........ vi
第壹章 緒論 1
第一節研究背景與動機 1
第二節研究目的 4
第貳章 臺灣休閒農場發展與體驗活動簡介 6
第一節 臺灣休閒農業發展歷程 6
第二節 臺灣休閒農業體驗活動形式 12
第參章 文獻回顧 15
第一節 影響消費支出影響之相關文獻 15
第二節 體驗對滿意度影響之相關文獻 17
第三節 滿意度對消費支出影響之相關文獻 20
第肆章 研究假設及實證方法 22
第一節 研究假設 22
第二節 路徑分析模型介紹 25
第三節 實證模型與研究變數定義與操作 33
第伍章 實證結果與分析 36
第一節 樣本基本資料分析 36
第二節 t檢定與單因子變異數分析 46
第三節 完整模型之路徑分析 51
第四節 研究假設之檢定 63
第陸章 結論 63
參考文獻 67


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