休閒農場遊客生活型態、體驗動機與體驗價值及願付價格之研究

臺灣休閒農業發展自1965 年成立第一家觀光農園開始，從萌芽期、成長期、茁壯期乃至於2004 年開始迄今的休閒農業成熟期，一直不停的將台灣休閒農業推向另一個高峰；而伴隨著現下體驗經濟與體驗消費的盛行，如何從消費者的角度來構思規劃整體的消費活動，是獲取消費者認同很重要的因素之一。本研究希望瞭解休閒農場來園體驗的遊客在不同生活型態下的體驗動機、體驗價值與願付價格間的差異情形與交互影響之關係，以供農場做為未來營運規劃之參考。本研究針對造訪過宜蘭員山棗稻田休閒農場之遊客進行問卷調查，共取得439份有效樣本問卷進行統計分析，統計分析方法採用敘述性統計、項目分析、因素分析、單因子變異數分析、獨立樣本T 檢定及迴歸分析等。研究結果顯示，知性探索族群就體驗動機、體驗價值構面與願付價格間並無顯著影響關係；享受旅遊族群就體驗動機、體驗價值構面與願付價格間在美學動機上有顯著正向影響的關係；休閒郊遊族群就體驗動機、體驗價值構面與願付價格間在娛樂動機上有顯著正向影響的關係。未來建議農場應依照不同生活型態族群加強不同的體驗與消費活動規劃，並進行精準行銷的推廣傳播方式來推動農場整體行銷方案。

關鍵字

生活型態；願付價格；體驗動機；體驗價值

並列摘要

Since the establishment of the first tourist farm in Taiwan in 1965, the leisure agriculture in Taiwan has continued to push its development to the next peak from its budding period, growing period, strengthening period to the maturing period which started since 2004. With the current prevalence of experience economy and experience consumption, how to conceive and plan the overall consumption activities from the perspective of consumers is one of the most important factors in obtaining consumer recognition. This study hopes to understand the differences and the interactive effects between the experience motivation, experience value, and the willingness to pay of customers from different lifestyles coming to the leisure farm, in hopes of providing a reference for leisure farm’s future operation planning. This study conducted a questionnaire survey on tourists who have visited Jaodaotian Leisure Farm located in Yuanshan Township, Yilan County. A total of 439 valid sample questionnaires were collected for statistical analysis. The statistical analysis methods included narrative statistics, item analysis, factor analysis, single factor variance analysis, independent sample t test, regression analysis and etc. The research results show that there is no significant correlation between experience motivation, experience value, and willingness to pay for the Intellectual Exploration Group; there is a significant positive correlation in the aspect of aesthetic motivation between the experience motivation, experience value, and willingness to pay price for the Travel Enjoyment Group; there is a significant positive correlation in the aspect of entertaining motivation between the experience motivation, experience value, and willingness to pay price for the Leisure Outing Group. It is suggested that leisure farms should strengthen different experience and consumption activity planning based on the need of different life style groups, and carry out accurate marketing promotion and communication methods to promote the overall marketing plan of the farm.