休閒農場建築材料與美學對消費意圖影響之研究

Abstract

長期以來，臺灣農業面臨人口高齡化、勞動力流失及產品價格波動等結構性轉型壓力，推動農業多功能化與休閒農業已成為促進農村永續經營之關鍵途徑。隨著體驗經濟深化，消費者對場域體驗與空間氛圍之敏感度顯著提升，休閒農場之「服務場景」已超越傳統之實務背景，轉化為直接主導遊客消費決策之核心戰略要素。建築材料作為空間最底層之物理構成，透過形塑特定之空間知覺與美學評價，對遊客之心理歷程與最終消費意圖具有深遠之影響。 然而，既有休閒觀光研究多流於整體環境之粗放型評估，缺乏針對「不同建築材料－建築美學知覺－消費意圖」傳導機制之系統性實證研究。有鑑於此，本研究以臺灣休閒農場為研究情境，基於環境心理學之刺激－機體－反應（S-O-R）模型及擴充式計畫行為理論（Extended TPB），探討玻璃、木構與金屬等三種代表性建材在空間中所形塑之建築美學知覺差異，並檢驗其如何透過態度、主觀規範與知覺行為控制等核心心理機制，進一步牽引並預測遊客最終之消費意圖。 本研究採行實證量化研究，針對具備休閒農場參訪經驗之成年消費者進行結構式問卷調查。本研究共回收 370 份有效樣本，並使用 SPSS 軟體進行統計分析。研究結果指出： 一、不同建築材料營造之空間美學知覺存在顯著且明確的評價傾向差異。二、多元迴歸分析證實本研究之整合模型具備優異之解釋預測力，態度、知覺行為控制及主觀規範共同對消費意圖具有顯著之正向預測效果。 三、人口背景差異分析顯示，消費者的性別、年齡、年收入及教育程度在各心理構面上均無統計顯著差異，證實本整合模型具備高度跨客群普遍適用性。 最後，本研究根據實證結果針對休閒農場經營者、景觀設計實務及政府推廣施政提出具體策略建議。優先選用木質結構打造具自然、溫暖與放鬆療癒感的服務場景，溫室餐廳可適度結合玻璃結構，並避免裸露生硬突兀之金屬鋼構。

For a long time, Taiwan's agriculture has faced structural transformation pressures such as an aging population, labor loss, and fluctuations in product prices. Promoting agricultural multifunctionality and leisure agriculture has become a key approach to fostering the sustainable operation of rural areas. With the deepening of the experience economy, consumers' sensitivity to site experiences and atmospheres has significantly increased. The "servicescape" of leisure farms has transcended its traditional role as a mere operational background, transforming into a core strategic element that directly dominates tourists' consumption decisions. As the foundational physical composition of a space, building materials exert a profound influence on tourists' psychological processes and ultimate consumption intentions by shaping specific spatial perceptions and aesthetic evaluations. However, existing research in leisure and tourism mostly tends toward extensive evaluations of the overall environment, lacking systematic empirical studies on the transmission mechanism of "different building materials – architectural aesthetic perception – consumption intention." In view of this, this study uses Taiwanese leisure farms as the research context. Grounded in the Stimulus-Organism-Response (S-O-R) model of environmental psychology and the Extended Theory of Planned Behavior (Extended TPB), this study explores the differences in architectural aesthetic perception shaped by three representative building materials—glass, wood, and metal—in a space, and examines how they further attract and predict tourists' ultimate consumption intentions through core psychological mechanisms such as attitude, subjective norm, and perceived behavioral control. This study adopts an empirical quantitative research design, conducting a structured questionnaire survey targeted at adult consumers with experience visiting leisure farms. A total of 370 valid samples were collected, and statistical analysis was performed using SPSS software. The research findings indicate that: First, spatial aesthetic perceptions created by different building materials exhibit significant and distinct differences in evaluation preferences. Second, multiple regression analysis confirms that the integrated model proposed in this study possesses excellent explanatory and predictive power, where attitude, perceived behavioral control, and subjective norm collectively exert a significant positive predictive effect on consumption intention. Third, demographic difference analysis shows that consumers' gender, age, annual income, and educational level do not exhibit statistically significant differences across various psychological constructs, proving that the integrated model has high generalizability and universal applicability across different consumer segments. Finally, based on the empirical results, this study proposes concrete strategic recommendations for leisure farm operators, landscape design practitioners, and government authorities. Priority should be given to utilizing wooden structures to build servicescapes with a natural, warm, and relaxing healing atmosphere; greenhouse restaurants can moderately incorporate glass structures, while large-scale exposure of cold and abrupt metal steel structures should be avoided.