農業為主的臺灣東部地區地處缺乏國際商港因素條件而導致東西部城鄉差距。2019年COVID-19疫情蔓延，導致全球國境封鎖、數位應用與網購需求激增。地理環境優美的臺灣東部成為了國旅首選地區，對日益重視旅遊體驗價值的消費者而言，東部小農農場的實體體驗活動提供了獨特的體驗價值，也影響他們後續網購農產品的信念與行為。
本研究探討臺灣東部小農農場的線下體驗和價值對線上網購顧客忠誠度的影響，並驗証買者道德危機成本是否會造成干擾。研究問卷回收195份有效樣本，調查對象為曾參與小農農場體驗並進行網購之消費者。運用SPSS和smartPLS為數據統計與分析工具。
根據文獻理論，以策略體驗模組、顧客體驗價值和期望不確認理論作為基礎，研究結果顯示三者之間幾乎有正向顯著影響；唯顧客體驗價值對網購前的預先期望無顯著影響；消費者在網購時因顧慮買者道德危機成本的風險而顯著減弱了忠誠度。因此，建議小農商家線上和線下虛實整合行銷與經營策略，並藉助後疫情的國家農業政策規劃，提升小農經濟發展和永續經營。

The agricultural-dependent eastern region of Taiwan, lacking factors such as international ports, has widened the urban-rural gap. During the 2019 COVID-19 pandemic, global border closures and the surge in digital applications turned the geographically beautiful eastern Taiwan into a top travel destination. For consumers increasingly valuing travel experiences, the activities at small-holder farms offer unique experiential value, influencing their beliefs and behaviors regarding online purchases.
This study explores the impact of offline experiences and values on online shopping customer loyalty, using small farms in eastern Taiwan as a case study. It also analyzes whether this is influenced by buyers' moral dilemmas. The study collected 195 valid samples from consumers who had participated in small-holder farm experiences and engaged in online purchases. SPSS and smartPLS were used for statistical analysis.
Based on literature theory, using the Strategy Experience Module, Customer Experience Value, and Expectation Disconfirmation Theory as foundations, the study results indicate generally significant positive impacts among these factors. However, customer experience value did not significantly affect pre-purchase expectations for online shopping. Furthermore, consumers' concerns about the risk of buyer moral hazard costs significantly weakened their loyalty during online shopping. Therefore, it is recommended that small-holder agricultural businesses adopt integrated online and offline marketing and strategies, and leverage agricultural policies to enhance small-holder economic growth.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章緒論1
第一節研究背景1
第二節研究動機2
第三節研究目的3
第四節研究流程4
第二章文獻探討5
第一節小農經濟5
第二節策略體驗模組（Strategic Experiential Modules, SEMs）7
第三節顧客體驗價值（Experiential Value）10
第四節期望不確認理論（Expectation Disconfirmation Theory, EDT）12
第五節買者道德危機成本14
第三章研究方法15
第一節研究模型15
第二節研究假說15
第三節操作型定義18
第四節資料蒐集20
第四章資料分析27
第一節敘述性統計27
第二節模型衡量29
第三節結構模型分析及假說驗證41
第五章結論與建議48
第一節研究結果與建議48
第二節學術和實務面意涵52
第三節研究限制與未來研究方向56
參考文獻59
第一節中文文獻59
第一節英文文獻61
附錄-本研究正式問卷69

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