A Study on the Factors Affecting Leisure Farmers to Adopt Leisure Farm Service Web-An Application of the Diffusion of Innovation theory and Network Externalities

由於近年來台灣經濟仍平穩的發展，國民所得亦持續微幅提升，加上自2001年起，週休二日的實施及勞工工時的縮短，使得休閒旅遊活動正逐漸成為國民日常生活中不可缺少的一部份，我國在2002年正式加入WTO，政府在維護本土農業、農民與消費者互利雙贏的原則下，以「發展農業、建設農村、照顧農民、嘉惠全民」為目標，加速農業結構的調整，使農業與休閒結合，不僅可提供全民舒適遊憩空間，亦可提供大家悠遊於大自然、滿足身、心、靈需求的機會，因此休閒農業成為我國農業發展的重要方向之一。 資訊科技的發展及透過電腦網路傳遞訊息，提供現今社會最為便捷的媒介，也因此排除了空間的障礙，可將訊息傳送給更多的消費大眾。行政院農業委員會自民國九十年起，開始休閒農業服務網的規劃設計，提供民眾最完整的休閒農業資料。休閒農業原為純粹勞力密集的一級產業，現除結合服務業而為多角化經營之產業外，並結合資訊科技，使更多人認識此產業，並用心體驗休閒農業之美。 本研究以「創新擴散理論」及「網路外部性」為主要理論依據，歸納出「技術」、「組織」、「環境」及「績效」四構面分析，並以問卷調查之方式，深入探討影響休閒農場業者採用休閒農業服務網之因素，經實證結果發現，各構面之影響因素經因素分析後，濃縮為「知覺利益」、「成本敏感度」、「管理者支持度」、「環境發展需要」、「產業競爭」及「使用效益」六因素。經區別分析後，僅「成本敏感度」一因素，對於休閒農場業者是否採用休閒農業服務網具顯著影響。而在區別能力方面，則「成本敏感度」及「使用效益」二因素皆具強區別能力。Due to the recent stable economical development in Taiwan, citizen's income has slightly increased, and plus since Year 2001, the execution of non-working weekend and shorter working hours, leisure and traveling activities have become very important in people's everyday life. Our nation had officially joined WTO in Year 2002, and under the principal of protecting domestic agricultural industry and providing mutual benefits for both farmers and consumers, the objective is to “develop agricultural industry, establish agricultural villages, care for the farmers, benefit the public', increase the structure of the agricultural industry, integrate agricultural industry with leisure, not only this could provide a relaxing space for the public, it also give the public opportunities to enjoy the Mother Nature, and fulfill the need to care for the body, the heart and the soul, hence leisure farm has become one of the important direction for our domestic agricultural development. The development of the information technology and the information transmission network has become the most convenient media as well as eliminating the spatial obstacle to provide information and message to the public. Since Year 2001, Council of Agriculture, Executive Yuan had started planning the Leisure Farm Service Web, aiming to provide the public with the most complete leisure farm information. Initially, leisure farm has been purely a first grade industry with labor work only, but now, it has integrated with the service industry and by combining with latest information technology, more and more people are starting to know this industry, and appreciate the beauty of leisure farm with their hearts. This research is based on the theories of “Diffusion of Innovation theory” and “Network Externalities”, analyzing from four factors, “techniques”, “organization”, “environment” and “performance”, and by using questionnaire method to examine the factors that affect the leisure farmer in adopting Leisure Farm Service Web. After the factor analysis of affecting factors , it has been condensed to six main factors, “perceptive benefit”, “level of cost-sensitivity”, “level of support for the curator”, “environmental development need”, “industry competition” and “usage effectiveness”. After discriminant analysis of each factor, only the “level of cost-sensitivity” factor has shown significant influence that would affect the leisure farmer to adopt Leisure Farm Service Web. On the discriminant ability , only two factors, “level of cost-sensitivity” and “usage effectiveness” have shown strong discriminant ability .第一章 緒論 1 第一節 研究動機與目的 1 第二節 研究方法與步驟 3 第三節 研究範圍與資料來源 4 第二章 台灣休閒農業與休閒農業服務網發展概況 5 第一節 台灣休閒農業概況 5 第二節 休閒農業服務網概況 9 第三章 文獻探討 11 第一節 創新擴散理論 11 第二節 網路外部性 22 第四章 研究設計 26 第一節 研究架構 26 第二節 變數定義 27 第三節 研究假設 31 第四節 問卷設計與調查方法 32 第五節 資料分析方法 38 第五章 實證分析 43 第一節 敘述統計 43 第二節 問卷之效度與信度 46 第三節 區別分析 55 第四節 研究假設檢測 60 第六章 結論與建議 63 第一節 結論 63 第二節 建議 65 第三節 研究限制與後續研究之方向 66 參考文獻 68 附錄一 與採用決策有關的理論和研究 74 附錄二 問卷內容 8