農民直銷站經營管理之研究－以新竹地區為例

本研究針對新竹縣的農民直銷站，利用問卷調查法進行消費者對於農民直銷站經營觀感與農民直銷站夥伴關係之研究。首先在消費者部分，消費者對於「產品訴求」、「一般經濟性」及「農業在地化」的三個構面均高於「面對面銷售」及「市場環境」的重視程度，以重要表現程度分析法（Importance-Performance Analysis，IPA）分析17個因素，顯示應優先改善的5項因素依序為農產品的「安全」、「衛生」、「品質」、「標示」與「市場環境清潔」；而農民直銷站夥伴關係中，承諾關係構面的分數最低，顯示雖然供貨農民表達願意與農民直銷站維持長期而穩定的夥伴關係，但懷疑當遭逢困難時，農民直銷站是否能適時提供必要的協助；在信任關係部分，農民對於農民直銷站是採取信任的態度，但認為在資訊提供的透明度、誠實程度與作重要決策時，並不會優先考慮維護農民的利益；相互依賴關係構面則顯示，大部分農民認同農民直銷站在未來的經營體系中扮演很重要的角色，同時農民與直銷站二者都會投入心力與資源以發展合作關係，但也表達了對方的角色不是不可取代的。本研究分析的結果，可以供農民直銷站管理者作為改進的依據，以改善流通效率及建立供應秩序。

關鍵字

農民市集；夥伴關係；重要表現程度分析法

並列摘要

This research is aimed at farmers' direct selling stations in Hsinchu County, using a questionnaire survey method to study consumers' perceptions of farmers' direct selling station operation and the partnership of farmers' direct selling stations. First of all, in the consumer sector, consumers pay more attention to the three dimensions of ＂product appeal＂, ＂general economy＂ and ＂agricultural localization＂ than ＂face-to-face sales＂ and ＂market environment＂. Using IPA to analyze 17 factors, it shows that the five factors that should be prioritized for improvement are ＂safety＂, ＂hygiene＂, ＂quality＂, and ＂labeling＂ of agricultural products and ＂clean market environment＂. Among the partnerships of farmer direct sales stations, the score of the commitment relationship aspect is the lowest. It shows that although the supplying farmers express their willingness to maintain a long-term and stable partnership with the farmer direct sales stations, they doubt whether the stations can provide necessary information in a timely manner. In terms of trust relationship, farmers adopt a trusting attitude towards farmers' direct selling stations but believe that the transparency and honesty of information provision, and the level of honesty and important decision-making, will not give priority to protecting farmers' rights. The interdependence dimension shows that most farmers agree that the farmers' direct selling station will play an important role in the future management system. At the same time, both farmers and the direct selling station will devote their efforts and resources to develop a cooperative relationship, but they also express the role of each other. Not irreplaceable, Taiwan agriculture is in a shallow, free market economy system. Producers, distributors, and consumers are concerned about price changes. The price gap between consumers and producers depends on the marketing mode and the cost of marketing. Although the farmer direct sales station can shorten the level of agricultural product transportation and marketing, its operation still relies on the understanding of consumer needs and the establishment of a stable transaction partnership, which is also a very key factor in the development of the agricultural sales system. The results of this research can be used as a basis for improvement by farmers' direct selling station managers to improve circulation efficiency and establish supply order.

並列關鍵字

farmers' Markets ； Partnerships ； Importance-Performance Analysis (IPA)

主題瀏覽