服務品質、企業形象、經營績效與農民參與農會會員意願之研究-以高樹鄉農會為例

農會過去是台灣農村發展的重要的角色，並與農民的關係緊緊地結合在一起，然隨著農業人口老化、農田面積減少及農業產銷模式之改變，農民亦隨農業整體經營環境的改變而減弱對農會的附著度，造成基層農會會員逐年減少之困境。本研究以高樹鄉農會5270個會員為研究對象，依分層抽樣進行300份問卷發放與收集，總計回收280份有效問卷，有效回收率93.33％。並以SPSS 22.0統計套裝軟體作為分析的工具，針對樣本資料進行樣本結構、敘述統計、信度、因素、ANOVA、Pearson 相關及迴歸等分析，據以檢定農會服務品質、企業形象、經營績效與參與會員意願等四構面的差異與關係。研究經過驗證與實證分析，歸納出下列主要結論：(1)服務品質對企業形象、經營績效與農民參與會員意願具有正向影響關係。(2)企業形象對經營績效與農民參與會員意願具有正向影響關係。(3)經營績效對農民參與會員意願具有正向影響關係。(4)農會會員之人口統計變數對服務品質、企業形象、經營績效與參與會員意願，部份具有顯著差異。依據研究實證結果與結論，提出針對農村人口結構改變，修訂農會會員相關制度、精進農會服務效度與廣度，促進青年農民參與會員意願及政府應輔導農會建立企業形象與穩定經營績效等之建議，俾供未來各級農會經營發展及政府機關訂定農會相關法令規章之參考。

關鍵字

農民；農會會員；高樹鄉農會；服務品質；企業形象；經營績效

並列摘要

Farmers’ associations used to be an important role in the development of Taiwan’s rural areas, and their relationship with farmers was closely integrated. However, with the aging of the agricultural population, the reduction of farmland area and changes in agricultural production and marketing patterns, farmers have also changed with the overall agricultural business environment. The weakening of the attachment to the farmers’ association has caused the dilemma that the membership of the grassroots farmers’ association is decreasing year by year. The study took 5270 members of the Gaoshu township farmers' association as the research subjects, and distributed and collected 300 questionnaires based on stratified sampling. A total of 280 valid questionnaires were collected, with an effective recovery rate of 93.33%. The SPSS 22.0 statistical package software is used as an analysis tool to analyze sample structure, narrative statistics, reliability, factors, ANOVA ,Pearson correlation and regression based on sample data.Based on the verification of the differences and relationships among the four dimensions of the farmers' association's service quality, corporate image, operating performance, and willingness of participating members. After verification and empirical analysis, the research has concluded the following main conclusions:(1)Service quality It has a positive influence on corporate image, operating performance and farmers' willingness to participate in membership.(2)Corporate image has a positive influence on operating performance and farmers' willingness to participate in membership. (3)Operating performance has a positive influence on farmers' willingness to participate in membership.(4)The demographic variables of farmers' association members have significant differences in service quality, corporate image, operating performance and willingness to participate. Based on the empirical results and conclusions of the research, it is proposed that in response to changes in the rural population structure, the relevant system of farmers' association members should be revised, the effectiveness and breadth of services of farmers' associations should be improved, and the willingness of young farmers to participate in memberships should be promoted. The recommendations are for future reference for the operating development of farmers' associations at all levels and for government agencies to formulate relevant laws and regulations for farmers' associations.