近年來，由於臺灣的農業型態逐漸轉型為觀光農業，加上政府的積極推動，使得休閒農場成為新興的旅遊趨勢。而這份研究目的為瞭解農場經營者與消費者之間的品牌關係所進行的研究。本研究休閒農場經營者及消費者為研究對象探討兩部分，分別為一、獨特性提供、競爭性價格及獨立性對社區貢獻之影響，進而影響品牌關係的關聯性研究。二、農場之市場導向及企業家精神導向對顧客之知覺品質與品牌共鳴之影響，並進而影響品牌關係的關聯性研究。
    本研究分為兩部分研究，分別是農場經營者及消費者。農場經營者以信件發放,共38間農場之有效樣本，以農場管理階級為研究對象，以SPSS18.0統計軟體進行信、效度分析，及線性迴歸進行假設檢定。消費者部分，以實地訪談及網路問卷進行資料蒐集，以曾經至特定休閒農場消費過之消費者為研究對象，共計回收38家農場之有效消費者樣本520份。以AMOS18.0統計軟體進行信、效度分析，並以結構方程式進行假設檢定。實證結果如下：一、市場導向與企業家精神導向對知覺品質有正向影響；二、市場導向對品牌共鳴有正向影響;三、知覺品質對品牌共鳴具有正向影響；四、知覺品質與品牌共鳴對品牌關係具有正向影響；五、獨特性提供與競爭性價格對社區貢獻具有正向影響;六、社區貢獻對品牌關係具有正向影響; 七、企業家精神導向對品牌共鳴無影響效果;八、獨立性對社區貢獻無影響效果。最後，本研究綜合研究結果提出管理與理論意涵，並對後續研究者提出建議，提供評估休閒農業的發展是否與消費者所認知及期望符合，進而改善或加強之並提供給學術研究者作為未來參考。

In recent years, agriculture in Taiwan has gradually transformed and combined with tourism, coupled with government activity promotion, making recreation farms the emerging recreation trend in tourism. This study is divided into 2 parts to understand the brand relationship between recreation farms and consumers. This study first explores the effect of uniqueness of offering, competition, and independence on contribution to community, and then affect on brand relationship. Second, the effect of market orientation and entrepreneurial orientation on quality perception and brand resonance, which in turn affect brand relationship with the empirical investigation of Taiwan Recreation Farms.
      Related to farm data collection, this study uses a mail questionnaire survey to collect data from 38 farms. The target subjects are managers of recreation farms. As to the customer questionnaires, this study uses public interviews and online questionnaire feedback to collect data. The respondents are people who have visited specific recreation farms. We collected 520 useful questionnaires for final data analysis. The research findings are as follows: First, market orientation and entrepreneurial orientation positively affect both quality perceptions; second, market orientation positively affects brand resonance; third, quality perception positively influences brand resonance; fourth, quality perception and brand resonance positively affect brand relationship; fifth, uniqueness of offering and competitive pricing positively affect contribution to community; and sixth, contribution to community positively influences brand relationship. Non-significant relationships exist between entrepreneurial orientation and brand resonance, and between independence and contribution to community. Finally, this study shows several managerial implications for recreation farm managers and further research directions are also discussed for future academics.

Table of Contents
Chapter 1 Introduction 1
1.1 Research background  1
1.2 Research process and Thesis Organization 10

Chapter 2 Literature Review and Research Hypotheses  13
2.1 Market Orientation (MO)  13
2.2 Entrepreneurial Orientation (EO)  14
2.3 Quality Perception  16
2.4 Brand Resonance 18
2.5 Brand Relationship  19
2.6 Unoqueness of Offering  21
2.7 Competitive Pricing  23
2.8 Independence  24
2.9 Contribution to Community  26
2.10 The Relationship between Market Orientation, Quality Perception, and Brand Resonance  28
2.11 The Relationship between Entrepreneurial Orientation, Quality Perception, and Brand Resonance 30
2.12 The Relationship between Quality Perception and Brand Resonance 32
2.13 The Relationship between Quality Perception and Brand Relationship  33
2.14 The Relationship between Brand Resonance and Brand Relationship  34
2.15 The Relationship between Unoqueness of Offering and Contribution to Community  35
2.16 The Relationship between Competitive Pricing and Contribution to Community 36
2.17 The Relationship between Independence and Contribution to Community 38
2.18 The Relationship between Contribution to Community and Brand Relationship 39

Chapter 3 Methodology 41
3.1 Conceptual Research Framework  41
3.2 Research setting  41
3.3 Questionnaire Design, pre-testing  42
3.4 Sampling and Data Collection  47
3.5 Data Analysis Method  48
3.5.1 Descriptive Statistic Analysis 49
3.5.2 Reliability and Validity Analysis 49
3.5.3 Structural Equation Model  50

Chapter 4 Data Analysis and Results  51
4.1 Data analysis and result in customer model  51
4.1.1 Sampling and respondent profile 51
4.1.2 Confirmatory Factor Analysis  53
4.1.3 Reliability and Validity  54
4.1.3.1 Reliability Analysis  55
4.1.3.2 Validity Analysis  57
4.1.4 Structural Equation Model Analysis  61
4.1.4.1 Overall Model Validation  61
4.1.4.2 Hypothesis Test  62
4.2 Data analysis and result in farm model  68
4.2.1 Description of the Recreation Farm 69
4.2.2 Reliability and Validity of Measurements  72
4.2.3 Regression Analysis 72
4.3 Moderating Effect of Visiting Times 75

Chapter 5 Conclusions  77
5.1 Research Discussion 77
5.2 Theoretical and Managerial Implication79
5.3 Research Limitations and Future Research 82

Reference  84
Appendix 1- Customer Queationnaire  97
Appendix 2- Farm Questionnaire  100


List of Tables
Table3.1 Quality Perception Items and Source  43
Table3.2 Brand Resonance Items and Source  43
Table3.3 Entrepreneurial Orientation Items and Source 44
Table3.4 Market Orientation Items and Source  44
Table3.5 Brand Relationship Items and Source 45
Table3.6 Unique Of Offering Items and Source  46
Table3.7 Competitive Pricing Items and Source  46
Table3.8 Independence Items and Source  46
Table3.9 Contribution to Community Items and Source 47
Table4.1 Response and Rates of the Demographic Variables 53
Table4.2 Summary Result of Model Fit Measure (CFA) 54
Table4.3 Analysis of Reliability and Convergent Validity  56
Table4.4 Variance Extracted and Chi-square Difference Analysis (TWC)  59
Table4.5 Variance Extracted and Chi-square Difference Analysis (Emo)  59
Table4.6 Confidence Interval Analysis (TWC)  60
Table4.7 Confidence Interval Analysis (Emo)  60
Table4.8 Summary Result of Model Fit Measure (SEM) 62
Table4.9 Evaluate Hypothesis Test Analysis 65
Table4.10 Direct, Indirect and Total Effect (TWC)  67
Table4.11 Direct, Indirect and Total Effect (Emo) 68
Table4.12 Recreation Farm 70
Table4.13 Pearson inter-correlations 74
Table4.14 The result of regression analysis  74
Table4.15 Invariance tests across Visiting Times (TWC) 76
Table4.16 Invariance tests across Visiting Times (Emo) 76
Table5.1 Results of Hypothesis Test  79


List of Figures
Figure1.1 Taiwan tourism foreign revenues earnings in recent decades and domestic tourism total expenditure and total revenues  2
Figure1.2 The Research Conceptual Framework Change of Taiwanese domestic tourismtotal travel times in recent decades  4
Figure1.3 Research Process  12
Figure3.1 Conceptual Framework- customer perspective 41
Figure4.1 Structure Equal Model Analysis (TWC) 63
Figure4.2 Structure Equal Model Analysis (Emo)  64

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