本研究以隨創與展演觀點為基礎，探討 185 農夫市集生態系統之價值共創。本研究觀察並參與市集一年多，透過半結構式訪談進行質性資料蒐集，訪談主要利害關係人，包含主辦方、協辦方、參與小農等。本研究發現，185 農夫市集參與者透過集體隨創建構生態系統，歷經「熟悉隨創期」、「試驗隨創期」、「慣例隨創期」三個階段，將市集籌辦過程模式化。而在市集行動中，參與者在共同目標下透過展演取得反饋進而修正慣例。同時，參與者互動也產生資源缺口，驅使生態系統往下一階段發展。這個過程顯示了生態系統的穩定性與變動性，也產生價值共創。由於 185 農夫市集位於里山地貌的地理位置，具有獨特的自然與人文特色，使得生態系統展現出鑲嵌於場域的情境價值。

Drawing on bricolage and performativity perspectives, this study explores the value co-creation of 185 Farmers’ Market as an ecosystem. This study had observed and participated the market for more than one year. In addition, semi-structured interviews were used for qualitative data collection. Key stakeholders including the host, co-host, and farmers were interviewed. This study finds that actors of 185 Farmers’ Market configure the ecosystem through collective bricolage, experiencing three stages: “familiar bricolage stage”, “experimental bricolage stage”, and “convention-based bricolage stage”, to formalize the process of organizing the market. In the market event (or action), actors get feedback to modify conventions through performativity toward the common goal. Meanwhile, the resource gap created by interactions among actors drives the ecosystem moving on to the next stage. The process exhibits the stability and change of an ecosystem and leads to value co-creation. Since 185 Farmers’ Market located in Satoyama has unique nature and human characteristics, the ecosystem reveals the contextual value embedded in the field.

陳美惠、林穎楨，2017，「整合協同經營與里山倡議的森林治理–以阿禮與大武部落生態旅遊及資源保育為例」，臺灣林業科學，32 卷 4 期：299~316。(Chen, M. H. and Lin, Y. J., 2017, “Integrating Co-management and the Satoyama Initiative for Forest Governance: Community-Based Ecotourism and Conservation of Adiri and Labuwan,” Taiwan Journal of Forest Science, Vol. 32, No. 4, 299-316.)
董時叡，2013，「有機農產品行銷與農夫市集」。農業生技產業季刊，32 卷，60~63。 (Tung, S. J., 2013, “Organic Agricultural Product Marketing and Farmer’s Market,” Agricultural Biotechnology Industry Quarterly, Vol. 32, 60-63.)
蕭瑞麟，2010，不用數字的研究，初版，台北：台灣培生教育。(Hsiao, R. L., 2010, Research without Numbers, 1st, Taipei, TW: Pearson Taiwan.)
蕭瑞麟、歐素華、陳蕙芬，2014，「劣勢創新：梵谷策展中的隨創行為」，中山管理評論，22 卷 2 期：323~367。(Hsiao, R. L., Ou, S. H., and Chen, H. F., 2014, “Innovating under Disadvantages: Bricolage Behaviors in van Gogh Art Curation,” Sun Yat-sen Management Review, Vol. 22, No. 2, 323-367.)
蕭瑞麟、歐素華、蘇筠，2017，「逆強論：隨創式的資源建構過程」，臺大管理論叢，27卷 4 期：43~73。(Hsiao, R. L., Ou, S. H., and Su, Y., 2017, “Inversing the Powerful: Process of Resource Construction through Bricolage,” NTU Management Review, Vol. 27, No. 4, 43-73.)
蕭瑞麟、歐素華、陳煥宏，2019，「負負得正：隨創時相依性如何促成負資源轉換」，組織與管理，12 卷 1 期：127~171。(Hsiao, R. L., Ou, S. H., and Chen, H. H., 2019, “Two Negatives Makes a Positive: How Interdependency Enables Conversion of Negative Resources within Entrepreneurial Bricolage,” Organization and Management, Vol. 12, No. 1, 127-171.)
杜鵬、李慶芳、周信輝、方世杰，2017，「［（創）串新］的服務模式：以價值共創觀點探索尚品宅配的服務流程與本質」，管理學報，4 卷 3 期：401~430。(Tu, P., Lee, C. F., Chou, H. H., and Fang, S. C., 2017, “Translated title of the contribution: A Co-Linking Service Model: Investigating Homekoo’s Service Processes and their Essential Characteristics Based on the Perspective of Value Co-Creation,” Journal of Management, Vol. 4, No. 3, 401-430.)
Abel, J., Thomson, J., and Maretzki, A., 1999, “Extension's Role with Farmers’ Markets: Working with Farmers, Consumers, and Communities,” Journal of Extension, Vol. 37, No. 5, 1-4.
Adner, R., 2017, “Ecosystem as Structure: An Actionable Construct for Strategy,” Journal of Management, Vol. 43, No. 1, 39-58.
Austin, J. L., 1962, How to Do Things with Words, 1st, Oxford: Oxford University Press.
Baker, T., Miner, A. S., and Eesley, D. T., 2003, “Improvising Firms: Bricolage, Account Giving and Improvisational Competencies in the Founding Process,” Research Policy, Vol. 32, No. 2, 255-276.
Baker, T. and Nelson, R. E., 2005, “Creating Something from Nothing: Resource Construction through Entrepreneurial Bricolage,” Administrative Science Quarterly, Vol. 50, No. 3, 329-366.
Barad, K., 2003, “Posthumanist Performativity: Toward an Understanding of How Matter Comes to Matter,” Signs: Journal of Women in Culture and Society, Vol. 28, No. 3, 801-831.
Boje, D. M., 1995, “Stories of the Storytelling Organization: A postmodern Analysis of Disney as "Tamara-Land",” Academy of Management Journal, Vol. 38, No. 4, 997-1035.
Bourdieu, P., 1977, Outline of a Theory of Practice, 1st, Cambridge: Cambridge University Press.
Brown, A., 2002, “Farmers’ Market Research 1940–2000: An Inventory and Review,” American Journal of Alternative Agriculture, Vol. 17, No. 4, 167-176.
Butler, J., 1990, “Lana’s "Imitation": Melodramatic Repetition and the Gender Performative,”
Genders, Vol. 9, Fall, 1-18.
Corum, V., Rosenzweig, M. A., and Gibson, E. L., 2001, The New Farmers' Market: Farm-fresh Ideas for Producers, Managers & Communities, 1st, Auburn, CA: New World Pub.
Duymedjian, R. and Rüling, C. C., 2010, “Towards a Foundation of Bricolage in Organization and Management Theory,” Organization Studies, Vol. 31, No. 2, 133-151.
Dyer Jr, W. G. and Wilkins, A. L., 1991, “Better Stories, not Better Constructs, to Generate Better Theory: A rejoinder to Eisenhardt,” Academy of Management Review, Vol. 16, No. 3, 613-619.
Edvardsson, B., Tronvoll, B., and Gruber, T., 2011, “Expanding Understanding of Service Exchange and Value Co-Creation: A Social Construction Approach,” Journal of the Academy of Marketing Science, Vol. 39, No. 2, 327-339.
Edvardsson, B., Skålén, P. and Tronvoll, B., 2012, “Service Systems as a Foundation for Resource Integration and Value Co-Creation,” Vargo, S. L. and Lusch, R. F. (Ed.) Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing, Review of Marketing Research, Vol. 9, Emerald Group Publishing Limited, Bingley, 79-126.
Fairclough, N., 2013, Critical Discourse Analysis: The Critical Study of Language, 2nd Ed. Oxford: Routledge.
Feldman, M. S., 2003, “A Performative Perspective on Stability and Change in Organizational Routines,” Industrial and Corporate Change, Vol. 12, No. 4, 727-752.
Freeman, R. E., 1984, Strategic Management: A Stakeholder Approach, 1st, Boston: Pitman.
Frow, P., McColl-Kennedy, J. R., and Payne, A., 2016, “Co-Creation Practices: Their Role in Shaping a Health Care Ecosystem,” Industrial Marketing Management, Vol. 56, July, 24-39.
Garud, R. and Karnøe, P., 2003, “Bricolage versus Breakthrough: Distributed and Embedded Agency in Technology Entrepreneurship,” Research Policy, Vol. 32, No. 2, 277-300.
Giddens, A., 1984, The Constitution of Society: Outline of the Theory of Structuration, 1st, Cambridge: Polity Press.
Gond, J. P., Cabantous, L., Harding, N., and Learmonth, M., 2016, “What do We Mean by Performativity in Organizational and Management Theory? The Uses and Abuses of Performativity,” International Journal of Management Reviews, Vol. 18, No. 4, 440-463.
Greer, C. R., Lusch, R. F., and Vargo, S. L., 2016, “A Service Perspective,” Organizational Dynamics, Vol. 1, No. 45, 28-38.
Gregory, A., 2007, “Involving Stakeholders in Developing Corporate Brands: The Communication Dimension,” Journal of Marketing Management, Vol. 23, No. 1-2, 59-73.
Gyrd-Jones, R. I. and Kornum, N., 2013, “Managing the Co-Created Brand: Value and Cultural Complementarity in Online and Offline Multi‐Stakeholder Ecosystems,” Journal of Business Research, Vol. 66, No. 9, 1484-1493.
Kornberger, M. and Clegg, S., 2011, “Strategy as Performative Practice: The Case of Sydney 2030,” Strategic Organization, Vol. 9, No. 2, 136-162.
Leca, B., Gond, J. P., and Barin Cruz, L., 2014, “Building ‘Critical Performativity Engines’ for Deprived Communities: The Construction of Popular Cooperative Incubators in Brazil,” Organization, Vol. 21, No. 5, 683-712.
Lévi-Strauss, C., 1968, The Savage Mind, 1st, Chicago, IL: University of Chicago Press.
Lyson, T. A., Gillespie Jr, G. W., and Hilchey, D., 1995, “Farmers' Markets and the Local Community: Bridging the Formal and Informal Economy,” American Journal of Alternative Agriculture, Vol. 10, No. 3, 108-113.
McColl-Kennedy, J. R., Vargo, S. L., Dagger, T. S., Sweeney, J. C., and Kasteren, Y. V., 2012, “Health Care Customer Value Cocreation Practice Styles,” Journal of Service Research, Vol. 15, No. 4, 370-389.
Merz, M. A., He, Y., and Vargo, S. L., 2009, “The Evolving Brand Logic: A Service- Dominant Logic Perspective,” Journal of the Academy of Marketing Science, Vol. 37, No. 3, 328-344.
Normann, R. and Ramírez, R., 1993, “From Value Chain to Value Constellation: Designing Interactive Strategy,” Harvard Business Review, Vol. 71, No. 4, 65-77.
Onianwa, O., Mojica, M.-N., and Wheelock, G., 2006, “Consumer Characteristics and Views Regarding Farmers Markets: An Examination of On-Site Survey Data of Alabama Consumers,” Journal of Food Distribution Research, Vol. 37, No. 1, 119-125.
Oñederra-Aramendi, A., Begiristain-Zubillaga, M., & Malagón-Zaldua, E., 2018, “Who is Feeding Embeddedness in Farmers' Markets? A Cluster Study of Farmers’ Markets in Gipuzkoa,” Journal of Rural Studies, Vol. 61, July, 22-33.
Pitelis, C., 2012, “Clusters, Entrepreneurial Ecosystem Co-Creation, and Appropriability: A Conceptual Framework,” Industrial and Corporate Change, Vol. 21, No. 6, 1359-1388.
Prahalad, C. K. & Ramaswamy, V, 2004, “Co-creation Experiences: The Next Practice in Value Creation,” Journal of Interactive Marketing, Vol. 18, No. 3, 5-14.
Prahalad, C. K. and Ramaswamy, V., 2004, The Future of Competition: Co-Creating Unique Value with Customers, 1st, Boston Harvard Business Press.
Ramírez, R., 1999, “Value Co‐Production: Intellectual Origins and Implications for Practice and Research,” Strategic Management Journal, Vol. 20, No. 1, 49-65.
Schultze, U. and W. J. Orlikowski., 2010, “Research Commentary – Virtual Worlds: A Performative Perspective on Globally Distributed, Immersive Work,” Information Systems Research, Vol. 21, No. 4, 810-821.
Siggelkow, N., 2007, “Persuasion with Case Studies,” Academy of Management Journal, Vol. 50, No. 1, 20-24.
Vargo, S. L. and Lusch, R. F., 2004, “Evolving to a New Dominant Logic for Marketing” Journal of Marketing, Vol. 68, No. 1, 1-17.
Vargo, S. L. and Lusch, R. F., 2008, “Service-Dominant Logic: Continuing the Evolution,” Journal of the Academy of Marketing Science, Vol. 36, No. 1, 1-10.
Vargo, S. L. and Lusch, R. F., 2017, “Service-Dominant Logic 2025,” International Journal of Research in Marketing, Vol. 34, No. 1, 46-67.
Vinten, G., 1994, “Participant Observation: A Model for Organizational Investigation?”
Journal of Managerial Psychology, Vol. 9, No. 2, 30-38.
Weick, K. E., 1993, “The Collapse of Sensemaking in Organizations: The Mann Gulch Disaster,” Administrative Science Quarterly, Vol. 38, No. 4, 628-652.