| Abstract: | 近年來台灣咖啡蓬勃發展，尤其是本土種植咖啡產業的興起，許多農民投入種植，如何提升咖啡香氣品質與增加台灣咖啡六級產業競爭力是我們努力的目標。我們以中部咖啡休閒農場為研究對象，提出兩項研究。研究項目（一）：利用頂空固相微萃取法 (Headspace Solid-Phase Microextraction, HS-SPME) 結合氣相層析質譜儀 (Gas Chromatography-Mass Spectrometer, GC-MS) 分析休閒農場9 種烘焙咖啡豆商品的香氣成分種類與含量。研究結果如下：（一）莊園咖啡前10大香氣成分為2-methylpyrazine (10.56%)、5-methylfurfural (8.31%)、2-furanmethanol (6.94%)、pyridine (6.86%)、2-ethyl-6-methylpyrazine (5.41%)、2-ethylpyrazine (5.30%)、2,5-dimethylpyrazine (5.22%)、2,6-dimethylpyrazine (5.13%)、furfural (4.41%) 和 furfuryl acetate (4.41%)。 （二）Yegachefi咖啡的特色成分?-myrcene (0.52%) 具有胡椒味；Coffee aroma咖啡的特色成分isopulegol acetate (0.53%)木香味；Emerald diamond咖啡的特色成分furaneol (0.55%) 焦糖味。9 種咖啡香氣分析成果，有助於休閒農場有良好的品質控管，並提供咖啡風味讓消費者選擇。研究項目（二）：建立咖啡六級產業的新型旅遊體驗行銷模式，運用六產架構為設計理念，提供遊客認識咖啡樹、學習咖啡知識、烘焙咖啡、包裝咖啡、沖泡咖啡與品嘗咖啡等體驗活動。本研究以參加莊園舉辦咖啡六產體驗活動後的遊客為對象進行問卷調查，以體驗行銷為自變項，行為意圖為依變項，咖啡六產體驗設計為中介變項，探討各研究變數之間的關係。問卷發放總計 400 份，有效問卷回收率90.3％，研究數據採用SPSS 20.0版統計軟體進行統計分析。研究結果顯示：（一）咖啡休閒農場體驗行銷對咖啡六產體驗設計具有顯著正向影響；（二）咖啡休閒農場體驗行銷對行為意圖具有顯著正向影響；（三）咖啡六產體驗設計對行為意圖具有顯著正向影響。（四）咖啡休閒農場體驗行銷、咖啡六產體驗設計對行為意圖沒有產生中介效果。本研究成功建立咖啡六級產業的新型體驗行銷模式與參數，亦可提供給臺灣農漁業六級產業發展方向參考與策略方針，提升在地繁榮與本土六級產業價值。
The coffee has great flourished and many farmers put in planting coffee in Taiwan. Therefore, how to promote coffee’s aroma quality and increase the competitiveness of the output for the sixth industrialization of coffee has become our goal. For these reasons, this study takes the coffee leisure farm in central Taiwan as the research object and submit two projects. The first project is using “Headspace Solid-Phase Microextraction (HS-SPME) “combined with “Gas Chromatography-Mass Spectrometer (GC -MS) “ to identification of volatile components of 9 kinds of roasted coffee beans in the estate. In this result: (1) The top 10 aroma components which are 2-methylpyrazine (10.56%), 5-methylfurfural (8.31%), 2-furanmethanol (6.94%), pyridine (6.86%), 2-ethyl-6-methylpyrazine (5.41%), 2-ethylpyrazine (5.30%), 2,5-dimethylpyrazine (5.22%), 2,6-dimethylpyrazine (5.13%), furfural (4.41%) and furfuryl acetate (4.41%). (2)Yegachefi's coffee signature ingredient ?-myrcene (0.52%) has a peppery aroma; Coffee aroma's coffee signature ingredient isopulegol acetate (0.53%) has woody aroma; Emerald Diamond's coffee signature ingredient furan (0.55%) has caramel aroma. We successfully analyzed aromas for 9 kind of coffees supply in farm, they are not only benefit the leisure farms to keep the quality, but also offer more coffee flavours’selection for consumers to choose.The second project is to establish a new tourism experience marketing model for the sixth industrialization of coffee, using "sixth industrialization" as the design structure to provide tourists with activities, such as recognising the coffee trees, learning coffee knowledge, roasting the coffee, packaging the coffee, brewing the coffee and tasting the coffee. The questionnaire of this research takes tourists who have experience of the sixth industrialization of coffee as the research object. We take experiential marketing as the independent variable, behavior intention as the dependent variable, and the sixth industrialization experience design of coffee as the mediating variable. To explore the relationships between the variables in the study. The total of 400 questionnaires were distributed, and the recovery rate we got from the valid questionnaire is 90.3%. For the research data, it was analyzed by SPSS 20.0 statistical software. From the Statistical data, the results we received are as follows. (1) The experiential marketing of the coffee leisure farm obviously affects the sixth industrialization experience design of coffee, and has great positive influence. (2) The experiential marketing positively affects behavior intention. (3) The sixth industrialization experience design of coffee affects behavior intention in positively. (4) It does not have any mediating variable’s effect for behavior intention from the experiential marketing and the sixth industrialization experience design of the coffee. Through the innovative design of the coffee industry experience, we provided consultation and strategic guidelines for the development of Taiwan's sixth industrialization, with the aim of assisting local prosperity and enhancing the value of the sixth industrialization. |
