臺灣農業職人精神的型塑與其對民眾知覺價值的影響

Abstract

本研究探討臺灣農業職人精神的形塑與其對民眾知覺價值的影響，並分析因受調者年齡、學歷、就讀農業相關科系、從事農業相關事業、居住地，以及婚姻狀況之不同所產生的差異。採取量化研究和質性研究並行的方式，問卷調查對象係以臺灣民眾為主，透過網路問卷進行調查，共回收 727份有效樣本並進行分析。研究者隨後再邀請熟悉臺灣農業教育的五位專家，進行深度訪談，以補充量化研究之不足。

量化研究結果顯示：臺灣農業職人精神內涵可分為「追求完美」及「精益求精」兩大類，民眾對農業職人精神影響所產生的知覺價值則細分為「條件價值」、「情感價值」、「社會價值」和「功能價值」等四個層面。「追求完美」會比「精益求精」的職人精神更能影響知覺價值；而「精益求精」的職人精神無法影響「社會價值」。非就讀農業科系受調者對「追求完美」職人精神、「情感價值」與「功能價值」的認同度都高於就讀農業科系者；而就讀農業科系者對「社會價值」的認同度則大於非就讀農業科系者。另36歲45歲的受調者較其他年齡層對「情感價值」更為重視。而教育程度較低者普遍更重視「條件價值」、「情感價值」與「功能價值」；教育程度較高者則更重視「社會價值」。

質化研究結果顯示，農業職人精神不具其他工藝領域的外顯性，且農作過度龐雜繁複，應細分農作類別，以能具體呈現農業職人精神在生產和加工上的細微差異和複雜性。而農業職人的評判標準也須被制定，既需站在消費者的需求和期望上，更需考量農事成本和競爭力。此外，職人精神在農業教育的實踐上，必須要在自由思考和多元創新的基礎上，追求更貼近現實的穩定發展。本研究另發現，在消費市場上，應可強調條件價值和功能價值，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. Differences in perceptions of value are analyzed based on the respondents’ age, education level, college major, agriculture-related career, place of residence, and marital status. A quantitative online survey was distributed to representative Taiwanese consumers, and a total of 727 valid responses were analyzed. Subsequently, in-depth qualitative interviews with five experts on agricultural education in Taiwan was conducted.

The quantitative survey results revealed that Taiwanese agricultural craftsmanship can be categorized into two mindsets: “pursuing perfection” and “improving toward excellence.” The perceptions of value generated by craftsmanship can be divided into the following four dimensions: conditional value, emotional value, social value, and functional value. The effects of the “pursuing perfection” mindset on perceptions of 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. The respondents aged 36 to 45 years emphasized emotional value more than those in other age groups. Those with a lower education level tended to emphasize conditional value, emotional value, and functional value; those with a higher education level tended to emphasize social value.

The qualitative interview results revealed that agricultural craftsmanship is not as clearly defined as other fields because of the multifaceted and complicated nature of farming. Thus, agricultural craftsmanship should be understood in relation to a specific agricultural subfield. 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 education must allow students to pursue a stable and realistic course of development that is based on free thinking and innovation. This study also revealed that conditional value and functional value should be emphasized when formulating marketing strategies for the consumer market.