臺灣農業職人精神的型塑與其對民眾知覺價值的影響

Shaping Taiwanese agricultural craftsmanship and its influence on the public's perceived values

簡志斌(Chin-Pin Chien)；梁朝雲(Chaoyun Liang)

知覺價值 ； 農業 ； 臺灣 ； 職人精神 ； Perceived Value ； Agriculture ； Taiwan ； Craftsmanship

嘉大農林學報

21卷1期（2024 / 06 / 01）

1 - 31

繁體中文;英文

本研究透過質量混合方法，探討臺灣農業職人精神的型塑與其對民眾知覺價值的影響，量化研究共回收727份有效問卷進行分析。統計結果顯示：臺灣農業職人精神可分為「追求完美」及「精益求精」兩類，民眾對職人精神可感知到：「條件」、「情感」、「社會」和「功能」等四種價值。「追求完美」要比「精益求精」精神更能提升民眾的知覺價值；而「精益求精」精神卻無法影響民眾的「社會價值」。非學農者對「追求完美」精神、「情感價值」與「功能價值」的認同度高於學農者；而學農者對「社會價值」的認同度則高於非學農者。研究者隨後邀請五位農業教育專家針對調查結果進行群體訪談，其結果顯示，農業職人精神不具其他工藝領域的外顯性，且因農作過度龐雜，宜細分類別，以能具體呈現農業的職人精神。而農業職人的評斷標準也須被明確制定，既須站在消費者的需求和期望，更需考量農事成本和競爭力。農業職人精神在實踐上，可在更貼近現實的穩定發展上力求創新。在消費市場上，可多強調條件與情感價值，來制定更有效的行銷策略。

This mixed-methods study explores the social construction of Taiwanese agricultural craftsmanship and its influence on the public's perceptions of value. A quantitative online survey was distributed to representative Taiwanese consumers, and a total of 727 valid responses were analyzed. The results revealed that Taiwanese agricultural craftsmanship can be categorized into two mindsets: "pursuing perfection" and "improving toward excellence." The perceived value generated by craftsmanship can be divided into four dimensions: conditional value, emotional value, social value, and functional value. The effects of the "pursuing perfection" mindset on perceived value were stronger than those of the "improving toward excellence" mindset, and the "improving toward excellence" mindset did not affect social value. The respondents who did not major in agriculture emphasized emotional value, functional value, and the "pursuing perfection" mindset more than those who majored in agriculture; those who majored in agriculture emphasized social value more than those who did not major in agriculture. Subsequently, in-depth qualitative interviews with five experts on agricultural education in Taiwan was conducted. The results revealed that agricultural craftsmanship is not as clearly defined as other fields because of the multifaceted and complicated nature of farming. A set of criteria for judging agricultural craftsmanship must also be established and should be based not only on the needs and expectations of consumers but also on the cost and commercial competitiveness of farming. In addition, the practice of agricultural craftsmanship should pursue diverse innovation based on a stable and realistic course of development. This study also revealed that conditional and emotional values should be emphasized when formulating marketing strategies for the consumer market.