農民市集農友銷售表現之決定因素-以台北希望廣場為例

本研究旨在探討農民市集農友銷售表現之決定相關因素，研究以台灣目前最具規模之農民市集「台北希望廣場」為對象，統計106年全年度參展累計次數達五次以上之銷售，共計465名農友。本研究結果發現(一)農民市集內銷售產品以一般非有機農產品最多，農民銷售品項以加工品最多，其中包含茶葉及熟食品等，水果類次之。(二)參加農民身分以非青年農民居多，且以中部地區參加的農友人數最多。(三)農友銷售表現與農友是否為青年農民身分，農產品生產的區域及農友參展次數顯著相關。(四)農友是否為青年農民身分與銷售是否為有機產品和販售品項加工品及水果顯著相關。(五)農友銷售表現決定因素解釋力達63%。本研究實證結果，提供台北希望廣場農民市集之農友，作為往後提升銷售表現之參考。

關鍵字

希望廣場；農民市集；青年農民；有機產品；銷售表現

並列摘要

Determinants of Farmers' Sales Performance in Farmers' Markets - Take The Taipei Hope Farmers' as an example. The purpose of this study is to explore the factors related to the sales performance of farmers' market farmers. This study is based on Taiwan's current largest farmers market. The " The Taipei Hope Farmers'" is a target for statistical analysis of the sales of farmers in the whole year of 106. The statistics are for farmers who have participated in the exhibition for more than five times in the whole year. A total of 465 farmer units were counted. According to this study, the conclusions are as follows: First, the sales of products are non-organic, and the items sold are the most processed, followed by fruits. Second, the status of farmers is mostly non-green farmers, and the area is the most in the central part. Third, the sales performance is significantly related to the identity of the farmers, the region and the number of exhibitors. Fourth, the identity of farmers is significantly related to organic products and processed products and fruits. Fifth, the explanatory factor of sales performance is up to 63%. According to the research conclusions, the research suggestions are put forward.