185農夫市集形成與演化之個案研究：多利害關係人生態系統之價值共創觀點

近年來，台灣農夫市集的數量不斷增長，市集活動內容也逐漸豐富，對台灣有機農業發展具有深遠影響。由於有機、友善農民生產規模小、標準化程度較低，難以符合一般通路的採購需求，面對慣行農業規模化經營的強大競爭下，農夫市集是未來有機農業追求的重要發展方向。本研究以半結構式訪談進行研究，以185農夫市集為個案對象探討多利害關係人生態系統的形成與演化之價值共創。本研究訪談185農夫市集之主要利害關係人，包含主辦方、協辦方、參與小農等，以釐清185農夫市集之形成與發展及其價值共創。本研究依照參與動機、共創過程、及共創價值三大構面，檢視185農夫市集形成之多利害關係人生態系統，以及其中之價值共創。本研究發現，185農夫市集為一多利害關係人生態系統，透過不同參與者的參與動機，在個別目標與共同目標之下參與於此；價值共創的過程以協作、協調豐富資源及創造新資源，藉此產生185農夫市集與其他農夫市集不同之具吸引力價值。本研究建議，農夫市集除協調參與者外，需以共同目標凝聚參與者，並以擴大協作深度為長遠發展目標，如此一來將能有益於未來永續性發展。

關鍵字

農夫市集；多利害關係人生態系統；價值共創；參與者知覺價值

並列摘要

In recent years, Taiwan's farmer's market has been growing gradually, and the contents of the market activities have also been enriched gradually, which has a far-reaching impact on the development of organic agriculture in Taiwan. Due to the small scale and low standardization of organic and friendly farmers' products, it is difficult for them to meet the procurement needs of general channels. In this study, a semi-structured interview was conducted to explore the formation of a multi-stakeholder ecological system using 185 farmers' markets as case studies. This study is a co-creation with the evolutionary values of the 185 Farmer's Market. This study interviewed the key stakeholders of the 185 Farmers' Market, including the organizers, co-organizers, and participating small farmers, in order to determine the value of the 185 Farmers' Market and its evolution. The formation and development of farmer's markets and their value co-creation. This study examines the multi-stakeholder relationship between the formation of 185 farmer's markets based on three major components: participation motivation, co-creation process, and co-creation value. The study found that the 185 Farmer's Market is a multi-stakeholder ecosystem and the value of co-creation within it. This study found that the 185 Farmer's Market is a multi-stakeholder ecological system in which the individual goals and common goals of different participants are shared through a multi-stakeholder ecosystem. The value co-creation process involves collaboration and coordination to enrich resources and create new ones, thereby generating 185 farmer's markets and other farmer's markets do not have the same attractive value. Therefore, this study suggests that, in addition to coordinating the participants, the farmers' market needs to be developed as a whole with the goal of expanding the depth of collaboration to consider the the future of sustainable development.