探討農民組織、農產品銷售通路、生產標章、契作與農業所得之關聯性－來自臺灣的實證分析

The Impact of Farmer’s Organizations on the Sales Channels, Agricultural Labels, Contract and Farmer’s Agricultural Income－An Empirical Analysis from Taiwan

王國恩(Guo-En Wang)

指導教授 ： 張宏浩

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201701201

摘要

近年來，隨著貿易的自由化、政治民主化及社會多元化，農家的生產與運銷等問題都比以前更為複雜，對於農業生產資源缺乏的國家而言，農業生產成本相對較高，生產面享受生產規模經濟的機會相對較小。農民組織在農家戶生產與銷售扮演了重要角色，一個完善的輔導體系可為農民帶來更高收益。隨著消費者對食品品質之逐漸提升，直接由農民賣給消費者的直銷亦漸漸在世界各國受到重視。雖然關於農民直銷的文獻近年來已逐漸出現，但是經濟類之實證研究相對缺乏，大部份研究仍是集中於管理與行銷的領域或僅有特定地區或特定組織的銷售管道探討。為彌補現有文獻之不足，本文以臺灣為例，探討農民組織對農家戶銷售通路、農產標章、契作與農業所得之影響。特別的是，本文特別強調農民參加不同的農業組織對銷售通路選擇或農產標章取得之影響。
本文之實證分析以行政院主計處主導2012 年的主力農家調查問卷資料為分析樣本，探討農民組織參加和農產品銷售行為、農產標章、契作與農業所得之關連性。本文可進一步探討參加不同農民組織有無其他顯著的特性。實證分析發現，參加不同農民組織對農民的銷售通路、農產標章與農業所得有顯著影響，其中參加產銷班或合作社對於直銷有顯著的成效。此外參加產銷班或合作社對於農產標章的取得也有顯著的成效；而進一步探討不同組織其對農家戶農業所得影響發現參加產銷班或合作社對農牧所得也顯著較高。希望透過本研究結果提供臺灣農業組織發展與農業政策的建議。

關鍵字

農民組織 ； 銷售通路 ； 農產標章 ； 農業所得 ； 傾向分數配對模型

並列摘要

Owing to the liberalization of trade, political democratization and social pluralism, in recent years, farm production and marketing related issues become more complex. This situation is more important among countries with scarce natural resources in that agricultural production costs are relatively high. As a result, farmers’ organizations play an crucial role in farm households’ production and sales. On the other hand, due to the increasing concerns of consumers on healthy food, direct sales of agricultural products to consumers is becoming popular all over the world. Although literatures on direct marketing of agriculture products has gradually emerged in recent years, empirical research on economic aspect is still rare while most of the evidence was provided from the view of management or marketing science. In order to fulfill the drawbacks of the existing literature, this paper discusses the relationship among farmer’s organizations, farmers' sales channels, agricultural labels, contract and farmer’s agricultural income using a large-scale data of Taiwan.
The empirical analysis of this paper is based on a Taiwanese survey among primary farm households in 2012. The main purpose of this study is to discuss the relationship between the participation of farmers' organizations and the sales channels, agricultural labels, contracts and farmer’s agricultural income. In addition, this article explores whether there are other significant features of participating in different farmer’s organizations. Our results found that participation in different farmer organizations has a significant impact on different sales channels, agricultural labels, contracts and farmer’s agricultural income. Among all organizations, participation in Agricultural Production and Marketing Group or Cooperatives has a positive impact on farmers' direct sales to consumers. In addition, the participation in Agricultural Production and Marketing Group or Cooperatives has a positive effect on the acquisition of agricultural labels and farmer’s agricultural income. The results of this study will provide advice on the development of agricultural organizations and agricultural policy in Taiwan.

並列關鍵字

Farmer organization ； Sales channel ； Agricultural labels ； Agricultural income ； Propensity score matching

參考文獻

周志如（2008）。農產品產地直銷模式之研究。私立中原大學企業管理學系碩士學位論文。

蔡明達、賴重光（2012）。農會農特產品品牌行銷之研究。農業推廣文彙， 57（1），59-80。

許文富（1997）。農產運銷學。台北市：正中書局。

周淑月、蔡必焜、蔣憲國（2011）。農會推動地區品牌權益之研究。臺灣農學會報，12（4），382-404。

詹億祥、蔡必焜、蔣憲國（2011）。農民組織建構農產品地區品牌歷程之研究。臺灣農學會報，12（1），126-150。