隨著社會風氣轉變，愈漸著重體驗經濟與顧客意識，顧客除重視體驗互動所提供的產品或服務，更看重與企業接觸時的感受。休閒農場寓教於樂，能提供遊客實際體驗，親身感受農場的自然風光。但大多數農場缺少區隔性特色，故休閒農場業者需密切掌握與遊客的互動過程，透過參與互動的行為，讓遊客與企業建立點線面的連結關係，才能提升重遊的機會。
目前顧客參與互動參與之研究皆以人與人互動為主，鮮少以人與物互動進行研究；而對休閒農場而言，農場中飼養的明星動物卻是活動中的主角，因此本研究欲經由參與活動的互動方式，藉由人或物等不同角度切入，探討休閒農場遊憩競爭力，並提出具體可行的活動建議。
本研究採用問卷調查法進行研究顧客參與互動、體驗行銷、再遊意願的量測，探討以上多個變項之間的因果關係。前測問卷回收81份有效問卷，正式問卷回收474份有效問卷。透過R-studio資料分析，再加以SEM進行假說驗證，實得遊客參與的互動程度會影響體驗知覺，遊客的體驗感受會提升遊客重遊意願，與動物的互動可影響互動程度與體驗知覺間的關係，故建議業者可創新設計多元化動物體驗活動，降低同質性，增加遊客到訪次數。

As social trends change, the experience economy and customer awareness
become increasingly important. Customers value not only the product or service offered during the interactive experience but also the feeling of being in contact with the company. Leisure farms are fun and educational, providing visitors with hands-on experience and a first-hand look at the natural beauty of the farm. However, most farms lack distinctive features, and leisure farm operators, therefore, need to closely grasp the process of interaction with visitors by engaging in interactive behaviors, such as
connecting the dots to form lines and forming faces, so that a relationship can be built between visitors and the business to increase the chances of revisiting.
Current research on customer engagement and interactive participation focuses on human-to-human interactions, while little research has been done on human-to-object interactions. In the case of leisure farms, the star animals raised on the farms are the stars of the event. Therefore, this study aims to explore the recreational competitiveness of leisure farms through different perspectives of people and objects and to propose specific and feasible activities.
The study used questionnaires to gauge customer engagement, experiential marketing, and willingness to revisit in order to investigate the causal relationships between these variables. The pre-test and formal surveys yielded 81 and 474 valid questionnaires, respectively. After data analysis by R-studio and hypothesis testing by SEM, it is found that the level of interaction of visitors' participation affects the experience perception, the visitors' experience perception enhances the visitors'
willingness to revisit, and the interaction with animals affects the relationship between the interaction level and the experience perception. Therefore, it is suggested that operators can innovate and design diversified animal experience activities to reduce homogeneity and increase the number of visits by tourists.

論文審定書 ----------------------------------------------------------------ⅰ
誌謝--------------------------------------------------------------------------ⅱ
中文摘要-------------------------------------------------------------------iii
英文摘要-------------------------------------------------------------------iv
第壹章 緒論----------------------------------------------------------------1
第一節 研究背景---------------------------------------------------------1
第二節 研究動機---------------------------------------------------------4
第三節 研究問題---------------------------------------------------------5
第四節 研究目的---------------------------------------------------------6
第貳章 文獻探討----------------------------------------------------------7
第一節 休閒農場定義---------------------------------------------------7
第二節 休閒農場管理與體驗活動型態----------------------------8
第三節 顧客參與互動---------------------------------------------------9
第四節 體驗行銷定義-------------------------------------------------11
第五節 傳統行銷與體驗行銷差異---------------------------------12
第六節 體驗行銷架構-------------------------------------------------13
第七節 體驗行銷研究整理-------------------------------------------15
第八節 重遊意願--------------------------------------------------------18
第參章 研究架構與假說推論----------------------------------------19
第一節 研究架構--------------------------------------------------------19
第二節 假說推論--------------------------------------------------------19
第肆章 研究方法--------------------------------------------------------24
第一節 研究方法-------------------------------------------------------24
第二節 研究變數操作與問卷設計---------------------------------24
第三節 資料分析方法-------------------------------------------------28
第伍章 統計分析--------------------------------------------------------30
第一節 前測--------------------------------------------------------------30
第二節 研究樣本敘述性統計---------------------------------------32
第三節 模型適配度檢驗---------------------------------------------35
第四節 信度與效度分析---------------------------------------------36
第五節 假說驗證-------------------------------------------------------39
第六節 小結-------------------------------------------------------------43
第陸章 結論與建議----------------------------------------------------46
第一節 研究發現與討論---------------------------------------------46
第二節 理論意涵-------------------------------------------------------47
第三節 實務意涵-------------------------------------------------------48
第四節 未來研究與限制---------------------------------------------49
參考網站------------------------------------------------------------------50
參考文獻------------------------------------------------------------------50
附錄 問卷-----------------------------------------------------------------57


圖2-1 台灣農場分佈圖-------------------------------------------------7
圖2-2 農場活動參與互動關係--------------------------------------11
圖3-1 研究架構圖------------------------------------------------------19
圖5-1 研究假說推論SEM分析結果--------------------------------45

表2-1 傳統行銷與體驗行銷差異------------------------------------12
表2-2 行銷體驗相關研究----------------------------------------------16
表4-1 互動程度衡量題項----------------------------------------------25
表4-2 體驗行銷衡量題項----------------------------------------------26
表4-3 再遊意願衡量題項----------------------------------------------27
表4-4 人口統計衡量題項----------------------------------------------28
表5-1 前側樣本敘述性統計------------------------------------------30
表5-2 農場活動互動程度量表---------------------------------------32
表5-3 實測樣本敘述性統計------------------------------------------33
表5-4 參與互動體驗農場---------------------------------------------34
表5-5 模型配適度分析表---------------------------------------------35
表5-6 信效度分析表---------------------------------------------------36
表5-7 相關係數矩陣---------------------------------------------------37
表5-8 區辨效度分析Ⅰ--------------------------------------------------38
表5-9 區辨效度分析Ⅱ-------------------------------------------------38
表5-10 區辨效度分析Ⅲ----------------------------------------------38
表5-11區辨效度分析Ⅳ----------------------------------------------39
表5-12參與互動程度與體驗知覺之標準化係數與p值彙整-40
表5-13體驗知覺與再遊意願之標準化係數與p值彙整-------40
表5-14調節變項「物」之標準化係數與p值彙整-------------41
表5-15調節變項「人」之標準化係數與p值彙整-------------42
表5-16調節變項自由與固定調節效果分析表Ⅰ-----------------42
表5-17調節變項自由與固定調節效果分析表Ⅱ----------------43
表5-18調節變項自由與固定調節效果分析表Ⅲ---------------43
表5-19研究假說推論彙整表----------------------------------------44

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