青年鄉村創業動機之研究－以埔里地區為例

本研究以創業動機理論為基礎，透過埔里地區不同型態的創業個案，利用質性研究方法，初步歸納青年鄉村創業的推力因素，包含人格特質、工作適應性、自我實現、協助朋友、家庭因素心理內在面向。拉力構面為地方依附、市場機會、資源網絡、專屬資源等。特別說明的是，本研究將過去拉力因素界定為創業場域層面，可視為是鄉村創業的吸引力，換言之，青年在鄉村創業除了受到個人內在因素的推力外，鄉村所具有的吸引力條件也扮演重要關鍵，此為過去研究尚未嘗試探討的部分。本研究發現青年鄉村創業者對於在地情感與地方聯結，是返鄉創業者共同的特徵，非故鄉創業者則無此顯現，目前以11個創業者為探討對象，透過多位創業個案動機的相同因子與各自的差異，以逐漸完備青年鄉村創業的理論架構，並將藉此研擬地方創生趨勢下，吸引青年返鄉的相關行動策略方案。

關鍵字

創業動機；地方創生；南投埔里；推拉因子

並列摘要

Based on the theory of entrepreneurial motivation, this study uses the qualitative research methods of three different types of entrepreneurial cases in Puli area to initially summarize the motivations of youth entrepreneurship in rural areas. The results indicated that the motivations included “Push” and “Pull” factors, in which the Push factors including personality traits, job adaptability, self-realization, assisting friends and families; The pull factors include place attachments, market opportunities, resource networks, and exclusive resources. In particular, this study defines the past tension factor as the level of entrepreneurial field, which can be regarded as the attraction of rural entrepreneurship. In other words, in addition to the individual internal factors, the attractiveness in rural areas are also playing an important role, this is part of the past research that has not yet been explored. This study currently only focuses on three entrepreneurs, and will continue to interview more entrepreneurial cases in order to gradually complete the theoretical framework of youth rural entrepreneurship, and will explore the local creative trends and attract young people to return home, action plans will also be proposed based on future research results.