在失衡的全球糧食權力爭辯浪潮下，強調產消雙方直接連結的農夫市集嘗試建立一套新式產消關係。本研究以生產者角度為出發點，運用動機歷程模式架構推測出其參與農夫市集之內在想法與外在行為。研究主要以質量化並行之方法進行資料蒐集分析工作。首先根據其原始目標設定，將生產者分為「自我挑戰者」、「利潤優先者」、「社交需求者」和「理念傳播者」四類。在其後專家訪談與量化問卷中進一步勾勒出台灣農夫市集的兩大特性與意涵：第一，多數生產者必須承擔多重的責任；第二，產消相遇的商業模式可提供具有小規模生產特性之產業一套創新行銷策略之參酌。最後，本研究並整合上述之發現，提出農夫市集的可能改善模式，以期創造在直銷網絡中各個角色的雙贏。

In view of the fact that an ongoing debate regarding the food system has been raging in recent years, the farmers’ market (FM) which is based upon the direct marketing has emerged as one of sustainable alternatives. Without doubt, the role of small-scale producers/farmers/vendors is particularly challenging in this new supply chain. Thus, the study seeks to examine the producers’ motivation, experience and feedback within the participation in the (re)connection of production–consumption processes, utilizing the framework of / sequence model to assess what and why are producers’ behaviors and their inner thoughts and feelings. Data were collected from both qualitative and quantitative methods at five FMs in Taiwan. Four types of producers, the self-challenge, the profit consideration, the interpersonal factor and the ideology spread, are classified according to their goal-settings at the beginning of participating in FMs. In further exploring the four types, this study summarized two attributes and implications of Taiwanese FMs: (1) Producers have diverse functional missions; (2) The face-to-face connection has the potential for developing an innovative marketing consideration for small-scale producer-based sectors. In the end, this study proposes one possible operation model derived from findings to promote a win-win situation for each party within this system.

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