Research on the Relationships Among Motivation, Satisfaction and Loyalty in Urban Farming

• Main Authors: Shu-Ling Ho, 何淑鈴
• Other Authors: Sheng-Wuu Joe
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/35819167692496293264

碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 104 === Due to urbanization, the population in cities grow rapidly. Large areas of land being developed makes environmental pollution worse and worse day by day. We are further and further away from the beautiful nature both in space and in time. As a result, many people begin to desire a laid-back farm life, and envy those who return to nature, longing to bask in the slow, leisurely pace. From the bottom of their hearts, they have a new realization about their own mental and physical health and the quality of life. Based on the notion above, this study mainly discuss the motivation of urban residents when they choose to go to urban farms as their recreational activity, and level of satisfaction after the experience, and also the causes that bring them to continue such recreational activity (Loyalty). This study includes several relevant theories and definitions about motivation, level of satisfaction and loyalty by both domestic and foreign scholars, and also find then explain the relations among motivations, level of satisfaction and loyalty. This research was conducted using data collected through questionnaires. A total of 510 samples were issued, with 447 valid samples recovered. The recovery rate is 87.65%. The collected data were analyzed over software SPSS. The statistical methods including descriptive statistics analysis, crosstabs, factor analysis, reliability analysis, validity analysis, demographic variable, and regression analysis are used to verify the hypothesis. Two discoveries are made by this empirical research. First, there is an obvious positive relationship among urban farming experience motivation, leisure satisfaction and attitude loyalty. Second, leisure satisfaction reaches complete mediation among mental experience motivation, physical experience motivation and behavioral loyalty.The conclusions of the researches mentioned above not only offer references for entrepreneurs and relevant agencies but also provide a basis for the government in promotional policies. These conclusions will also be contributive to the considerations of academic researches and the plans of relevant agencies in the future.