認知、情感與行為因素影響有機產業群聚發展之研究－以富里鄉居民為例

A Study of the Influencing Factors of Cognition, Affection, and Conation on Development of Organic Industry Clustering-The Case of Fuli Township Residents

10.6957/RBHDAIS.201011.0061

陳源俊(Yuan-Jun Chen)；劉興榮(Hsing-Jung Lin)；沈聰明(Tsung-Ming Shen)；謝依霖(I-Lin Hsieh)

有機產業群聚 ； 認知 ； 情感 ； 行為 ； Organic Industry Clustering ； Cognition ； Affection ； Conation

花蓮區農業改良場研究彙報

28期（2010 / 11 / 01）

61 - 76

繁體中文

本研究針對花蓮縣富里鄉竹田村、石牌村、永豐村、豐南村之居民對有機生產態度與產業發展進行探討，除整合居民所認知之地理行為學構念外，另針對認知、情感與行為進行因素分析，並對四村的137位居民進行調查及利用（SEM）結構方程模式加以分析。研究中除利用SEM驗證方法證實有關認知、情感與行為等構念間之因果關係外，結果也發現推動有機產業群聚發展在輔導業務及策略運用上之重要管理意涵。研究結果顯示強化居民對有機產業群聚認知有助於提昇居民對有機產業群聚情感，進而增進其有機產業群聚行為，同時較佳有機產業群聚認知亦是提高有機產業群聚態度之重要因素，因此有機產業群聚發展不僅應致力於增進居民對有機產業群聚認知外，更應藉由提高居民對有機產業群聚情感，並長期輔導有機產業群聚行為，方能強化有機產業群聚發展。

This study is an exploratory research on Jhutian Village, Shipai village, Yongfeng Village and Fengnan village of Fuli Township residents of the attitude for organic production and industrial development. To integrated behavioral geography construct of residents, factor analysis of Cognition, Affection, and Conation, and 4 villages of the 137 residents to conduct investigations and structural model using SEM to analyze the whole. In addition to authentication method using SEM confirmed the cognition, affection and conation constructs of the causal relationship, the results also found to promote the organic industry cluster development in the counseling business and strategy as an important managerial implications.Results of this study show that strengthen awareness of residents helps to improve the residents of the organic industry cluster affection and conation, while also important factors of improving the attitude of the organic industry cluster is better understanding of the organic industry cluster. Therefore, the development of the organic industry cluster not only depends on increasing cognition of residents, but increasing affection, and with long-term counseling organic industry cluster conation can only strengthen the organic industry cluster development.

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