中小型農業旅遊經營者的創業動機模式驗證

Exploring a Model of Entrepreneurial Motivations for Small- and Medium-Sized Agri-Tourism Enterprises

黃智彥(Chih-Yen Huang) ； 林宗賢(Chung-Hsien Lin) ； 呂文博(Wen-Bor Lu)

《創業管理研究》 4卷1期 (2009/03) Pp. 59-84

https://doi.org/10.30132/JER.200903.0003

摘要

過去有關農業旅遊經營者創業動機的研究，大都著重在拉力創業動機的探討，然觀光旅遊學者批評目前缺乏更有組織與結構的理論或模式來了解，因此本研究的目的為探討中小型農業旅遊經營者是否同時具有明確的拉力或推力創業動機。透過深度訪談與文獻回顧所蒐集的創業動機問項，後經結構式問卷蒐集量化資料，探索性因素分析結果顯示，中小型農業旅遊經營者拉力創業動機包括「轉換跑道」、「善用農業資源」、「社交」與「政府政策鼓勵」等四個構面；推力創業動機則包括「工作壓力」、「倦怠壓力」與「生活理念壓力」等三個構面，後續的驗證性因素分析結果說明拉力與推力創業動機彼此間具有合理的區別效度與聚合效度。上述的研究成果建議未來對中小型農業旅遊經營者創業動機模式的了解，應同時包括拉力與推力創業動機，而推力創業動機在理論上則暗示中小型農業旅遊經營者潛在對不同生活型態之追求。

關鍵字

拉力創業動機 ； 推力創業動機 ； 生活型態創業者 ； 經濟理性

並列摘要

The current understanding of entrepreneurial motivations for agri-tourism operators is limited to pull entrepreneurial motivation. Researchers have criticized that there is still a lacuna in the literature to examine a theoretical or organized framework of entrepreneurial motivations for agri-tourism operators. The purpose of this study is to explore whether or not the distinct dimensions of pull and push entrepreneurial motivations for small- and medium-sized agri-tourism entrepreneurs actually exist. In this study the in-depth interview and on-site questionnaire are administered to collect quantitative data. The results obtained from exploratory factor analysis indicate that pull entrepreneurial motivations consist of five distinct dimensions labeled with between things, agricultural resources, family economics, sociality, and government policy incentive. Besides, push entrepreneurial motivations comprise three distinct dimensions named: job pressure, listless pressure, and living pressure. Subsequently, the results obtained from confirmatory factor analysis reveal that the discriminant validity and convergent validity of pull and push entrepreneurial motivations are reasonably accepted. These findings suggest that both pull and push entrepreneurial motivations should be simultaneously included in a model of understanding small- and medium-sized agri-tourism entrepreneurs’ motivations. Additionally, pull entrepreneurial motivations theoretically imply that small- and medium-sized agri-tourism operators pursuit a chosen lifestyle in which income and a way-of-life are balanced.

並列關鍵字

Push Entrepreneurial Motivation ； Pull Entrepreneurial Motivation ； Lifestyle Entrepreneurs ； Economic Rationality