專業化農業必須依賴農藥維持產量及品質,因此,施用農藥成為農民防治病蟲害的最主要途徑。在食品安全高漲的時代,以及友善環境的生活態度趨勢下,為何農民仍不放棄使用農藥作為生產農產品的工具。此外,農藥使用的動機及農民如何透過挑選農藥滿足其農栽需求,仍然缺乏相關的研究。本研究運用方法目的鏈模式深度訪談120位葡萄農,探討其使用農藥的動機以及決策認知模式。研究結果發現:(1)葡萄農選購農藥時考量因素中包含15項產品屬性,其中以藥品是否登記、防治對象、農友口碑等三項最被重視;能帶來的15項結果要素,以高收益、降低功能風險、易通過安全認證最被重視;創造的13項價值中以經濟獨立、安心平靜、道德感最被重視。(2)透過價值階層圖分析建構經濟獨立、安心平靜、道德感、面子與效率五種價值階層。最後,根據研究結果,提出實務與研究建議。
Professional farming depends on pesticides for keeping yield and quality of crop production. Pesticides become the main way for farmers to control pest. In the era of highly food safety requirement and the live attitude trend to environment friendly why farmer have never given up using pesticides as a tool of crop production. Besides, the relative research of both the pesticides use motivation and how the farmer being satisfied by agricultural cropping need through pesticides purchase are still shortage. This research applies the Means-End Chain (MEC) approach that 120 grape farmers have been interviewed deeply to study farmers’ pesticides application motivation and decision recognized model. First, it finds that among the 15 product attributes considered by farmers, product registration, the kind of target pest and words of mouth are most important. It provided 15 consequence benefits that mentioned most often by farmers are high revenue, decline functional risk and easy pass safety verified. Among the 13 final values created, the most important items include economics independent, piece in mind and benevolence. Secondly, by utilizing the method of hierarchical value map, 5 value hierarchies that include economics independence, piece in mind, benevolence, face value and efficiency are built. Finally, based on our results, we proposed practice and furthermore research suggestion.