台北市民眾有機米產區地方意象及品牌權益關聯性探討

An Investigation on the Correlation of Production Region's Place Image and Brand Equity for the Organic Rice in the Case of Taipei City Residents

鍾依軒(I-Hsuan Chuang) ； 胡明哲(Ming-Che Hu) ； 黃麗君(Li-Chun Huang)

《農業經濟叢刊》 19卷1期 (2013/12) Pp. 129-163

https://doi.org/10.6196/TAER.2013.19.1.4

摘要

地方具有歷史、文化與庶民生活之特性，故具識別與單一性等品牌效益。雖然地方品牌已實際應用於農產品行銷，但以地方品牌行銷本土農產品之效用與執行策略仍缺乏相關研究。本研究以花蓮地區所生產之有機米為例，探討以地方品牌行銷國產農產品之可行性。本研究透過問卷調查，經由簡單隨機選取四個行政區為抽樣區域後，於每一抽樣區域立意選取有機專賣通路進行抽樣，共得有效問卷404份。經由典型相關分析顯示，農產品產區之地方意象與其農產品品牌權益呈現正相關，兩者之典型相關係數達0.559；意即農產品產區之地方意象對其農產品品牌權益之可解釋變異量高達31.2%。複迴歸分析結果進一步顯示地方的產業意象與情感意象是影響其農產品品牌權益的主要區域性因素。整體研究結果顯示運用地方品牌行銷本土農產品之可行性。

關鍵字

地方品牌 ； 地方意象 ； 有機農業 ； 農產品行銷 ； 典型相關

並列摘要

Place reveals the characteristics of history, culture and residents' living, and thus is as distinguishable and unique as a brand. Place branding has been empirically applied in the marketing of agricultural products, but the efficiency and the operation strategy for applying place branding to market domestic agricultural products has been ignored from the academic research. With the case of organic rice produced from Hualien region, this study was intended to evaluate the feasibility of applying place branding to market domestic agriculture products. By a consumer survey, 404 valid questionnaires were gained with a sampling strategy that four administration regions were selected randomly and then specialty stores for organic foods were selected purposely from each selected administration region. The statistical results of canonical correlation analysis revealed that the place image of the agriculture production region was positively related to the brand equality of its agricultural products, with a canonical correlation coefficient of 0.559 between these two variables, i.e. the place image explained 31.2% of the variance of the brand equality for the agriculture products. The statistical results of multiple regression analysis revealed that local industrial image and emotional image were the main factors of a place image that influences the brand equality of the agricultural products. In sum, the study results support the practicality of promoting domestic local agriculture products with place branding.

並列關鍵字

Place Brand ； Place Image ； Organic Agriculture ； Agriculture Marketing ； Canonical Correlation Analysis

參考文獻

吳金源、林玥秀，2004。「旅客社會人口與旅遊特性和旅遊目的地意象間關係之研究 －以花蓮旅遊目的地意象為例」。『臺灣地方鄉鎮觀光產業發展與前瞻學術研討 會論文集』，2004 年度，頁287-304。景文科技大學旅運管理系。

林妙娟、丁全孝，1999。「有機農產品的消費研究」，『花蓮區農業改良所研究彙報』。 17 期，21-41。

侯錦雄、周先捷、陳宏宇，2008。「花蓮縣居民之場所意象與地方行銷」。『 臺灣 地方鄉鎮觀光產業發展與前瞻學術研討會論文集』，2008 年度，頁1-10。景文 科技大學旅運管理系。

黃韶顏，2000。「都會地區消費者蔬果品牌知識、態度與行為之研究」，『生活應用 科技學刊』。2卷，3期，217-241。

Van der Lans, I. A., K. V. Ittersum, A. D. Cicco, and M. Loseby, 2001. “The Role of the Region of Origin and EU Certificates of Origin in Consumer Evaluation of Food Products,” European Review of Agricultural Economics. 28(4): 451-477.