近年來臺灣鄉村人口外移愈趨嚴重，政府因此積極推動應對之政策措施。地方創生計畫從商業模式來創造在地價值，寄望能夠促進回鄉創業，以活絡地方經濟。本研究以臺南市佳里區為研究對象，探討建立在地商業模式之可能契機。首先，以文獻回顧和在地訪談瞭解當地背景與特色，並以現場發放google表單問卷蒐集在地創業相關資訊，以卡方檢定以及迴歸模型方法來分析所蒐集到的在地資料。卡方檢定用於分析X、Y與Z世代在臺南市佳里區創業偏好差異、生活宜居條件之差異以及地方創生政策影響創業偏好；同時，以Tobit迴歸模型分析生活宜居條件與個人社經背景影響創業金額之因素。實證結果顯示，X、Y與Z世代在創業的偏好上，具有顯著差異，因為不同世代在鄉間創業的模式存在顯著差異，政府政策宜隨世代差異進行調整。
In recent years, Taiwan’s rural population has fast migrated to urban. The government policies and measures have actively promoted to deal with the situation. The “Revitalization plan” is created to promote local economy recovery, such as the migrant return to their hometown by starting a business. This study takes Jiali District, Tainan, Taiwan, as the study area. After residence interviewing for local background, this study uses an onsite google web survey for information of local startup preference and personal socioeconomic background of the potential entrepreneurs. On the purpose for making a viable policy, the startup preferences and the determinants for the monetary amount to startup are analyzed by the Chi-square test and Tobit regression techniques. The potential entrepreneurs of generations X, Y and Z are also test for their differences. Insight findings are revealed to support the viable policy. Generations X, Y and Z have significant differences in their startup preferences, and the government policies should be adjusted, according to the differences among generations.
