應用SOR模式，探討休閒農業區遊戲化影響研究

A Study on the Impact of Experience Gamification on Recreation Agriculture Area

本研究運用S-O-R 理論建立休閒農業區體驗遊戲化模式，瞭解休閒農業區體驗遊戲化如何經由個人的認知與情感，進而影響行為意圖。本研究選擇具人文藝術體驗類型的苗栗縣雙潭休閒農業區和生態農事體驗類型的南投縣桃米休閒農業區等2 處進行實證，獲致411 份有效問卷。研究結果發現：體驗遊戲化對流暢體驗具有正向的影響，以「精熟感」對流暢體驗最具影響力，其次分為「樂趣性」、「自主性」、「歸屬感」、「故事性」及「勝任感」。此外，流暢體驗正向影響重遊意願及口碑推薦，流暢體驗也扮演完全中介角色。最後依據研究結果提出休閒農業區體驗遊戲化管理意涵與建議。

The Stimulus-Organism-Response Theory is used to build an experience gamification model to find out how experience gamification influences recreation agriculture area’s revisit intention and word of mouth by one’s perception, emotion and intention. This study selected two recreation agriculture areas, such as: “Humanistic Art Experience Type” Shuangtan recreation agriculture area in Miaoli County and “Ecological Farming Experience Type” Taomi recreation agriculture area in Nantou County, surveying 411 valid questionnaires were collected. The result showed that experience gamification had a positive effect on flow experience with “Mastery” having the strongest influence, followed by “Fun”, “Autonomy”, “Relatedness”, “Narratives”, and “Competence”. In addition, flow experience had a positive effect on tourists’ revisit intention and word of mouth. Flow experience was also an important mediator. Finally, experience gamification managerial implications and suggestions for future researches are also discussed.