Department of Business and Administration, National Pingtung University of Science and Technology; Department of Business and Administration, National Pingtung University of Science and Technology
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。(152_M61527c3f0f8fc_Abs.pdf(File does not exist))
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.(152_M61527c3f0f8fc_Abs.pdf(File does not exist))
Farmers’ Market, Ecosystem, Bricolage, Performativity, Value Co-creation
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