本研究依研究動機與目的,以現階段恆春地區洋蔥生產者為對象,並以便利抽樣法進行抽樣與SPSS統計程式軟體進行實證分析,其旨在探討恆春地區洋蔥生產者配銷概況分析,並藉由路徑分析探討配銷通路考量因素、通路控制力類型、配銷通路策略構面之影響關係。 研究結果顯示,洋蔥生產者在配銷通路考量因素、通路控制力類型、配銷通路策略構面之變數彼此間具有相關性。路徑分析結果:「通路控制力類型」及「配銷通路考量因素」對「配銷通路策略」具有直接效果,且發現「配銷通路考量因素」對「通路控制力」具有顯著性、也具有直接效果及具有間接效果,另;洋蔥生產者在配銷通路考量因素構面上,沒加入產銷班者在產品特性、環境特性及競爭特性等認知程度都高於有加入產銷班。最後,本研究依研究結果進一步提出可能的配銷策略意涵,並提出具體可行之建議,供恆春地區洋蔥生產者或政府機構在現有的洋蔥配銷之參考。
The purpose of this study is to explore the distribution channel strategy of the onion producers in Hengchun Area. Questionnaire survey method was used to collect the data from the onion producers. SPSS statistical software was utilized to examine the different relationships among the distribution channels considerations, access control, and distribution channel strategy. Based on the method of path analysis, this study format a model to explore the effects of distribution channel considerations and access control on the channel distribution strategy. The results of this study show that the variables in distribution channel considerations, control access, and distribution channel strategy significantly related to each other. The results from path analysis show that there was a direct effect of access control and distribution channel considerations on channel distribution strategy, respectively; and distribution channel considerations has a direct significant effect on the access control and has an indirect significant effect on the channel distribution strategy. In the factors of distribution channel considerations, the perception of the onion producers who did not join the production and marketing team were higher than those who join the production and marketing team, these factors were product characteristics, environmental characteristics, and competitive characteristics.