影響台東外銷稻米之因素研究—以關山地區為例

稻米產業為我國具舉足輕重的地位，而自台灣加入世界貿易組織(WTO)後，面對農產品市場的開放性策略，於我國之稻米產業造成極大之影響力。近年來，以米食為主的消費飲食習慣，亦呈現逐漸西化之趨勢，以至於國產稻米消費量逐年下降，導致國產稻米在國內有供過於求之現象，又因台灣地區稻米產區眾多，使得台東地區之稻米面臨不少的威脅。因此，本研究以計劃行為理論為基礎，採取之研究方法為深度訪談法，並篩選具代表性之農產業方面專家，作為本研究之訪談對象。再者，探究受訪者之態度、主觀規範、知覺到行為控制，並深入了解其外銷意願及需要政府協助之項目，以及深度探討受訪者對於推廣台東稻米外銷之意願。透過深度訪談之方式，得以獲得受訪者之詳細意見及表現，藉此發展出台東地區稻米外銷之行為模式，進而提供農政機關、農產業者行銷之建議。

關鍵字

稻米外銷；台東關山；計劃行為理論（TPB）

並列摘要

The rice industry plays an important role in China. Since Taiwan joined the World Trade Organization (WTO), it has exerted great influence on the rice industry in China in the face of the open strategy of the agricultural product market. In recent years, the consumpt ion habits based on rice food have also shown a trend of gradual westernization, so that the consumption of domestic rice has been declining year by year, resulting in the oversupply of domestically produced rice in China, and the large number of rice producing areas in Taiwan, making Taitung area rice faces many threats. Therefore, this study is based on the theory of planned behavior. The research method adopted is the in-depth interview method. A representative agricultural industry expert is selected as the interview object of this study. In addition, explore the attitudes, subjective norms, perceptions and behavioral control of respondents, and gain an in-depth understanding of their export willingness and projects that require government assistance, as well as an in-depth discussion of the willingness of respondents to promote the export of rice in Taitung. Through in-depth interviews, it was possible to obtain the detailed opinions and performance of the respondents, thereby developing a behavioral pattern of rice export in Taitung, and then providing advice on marketing of agricultural institutions and agro-industries.