休閒農業業者市場知識對創新之關係：資源整合機制之調節觀點

The Relationship Between Leisure Farm Operators' Market Knowledge and Innovation: From the Moderating Perspective of Resource Integration Mechanism

了解休閒農業市場知識對產品、流程創新之影響是實務與學術界之重要課題。過去研究除少著墨外，亦缺少探討休閒農業業者的知識及科技整合機制同時對知識-創新影響關係的探討。本文以知識基礎理論、權變觀點探討休閒農業資源投入（市場知識）對產出（產品、流程創新）之關係，並納入業者知識與科技整合機制的調節角色。本研究採問卷調查法並以偏最小平方線性結構模式進行實證分析。經154份回收問卷分析，結果顯示市場知識對兩種創新有正向顯著影響；業者科技整合機制的能力會調節知識-創新之關係，但知識整合機制則無顯著調節效果。本文結果填補過去休閒農業知識與創新關係以及資源調節機制影響之理論缺口，亦提供休閒農業組織策略之實務應用參考。

Understanding the impact of market knowledge and technology integration skills on product and process innovation is crucial for leisure farm operators and academics. However, previous literature has not extensively explored this topic, particularly regarding market knowledge differences and operators' technology integration capabilities. Using a knowledge-based theory and contingency perspective, this study investigated how market knowledge in leisure farms is related to products and process innovation. This study uses a partial least squares structural equation model to conduct empirical tests. Based on the analysis of 154 questionnaires, the results suggest that market knowledge significantly impacts product and process innovation. Technology integration skills were found to moderate the relationship between knowledge and innovation, whereas knowledge integration skills did not show any moderating effect. The findings of this study can serve as a reference for leisure farm research and operators.