普林運銷滿意度及參與意願之研究－以番石榴產銷班為例 －

The Study on Satisfaction and Continuing Participating Willingness of Agricultural Production - Marketing Groups' Members for Pooling Marketing - The Case of Guava Production-Marketing Groups

陳建州(Chien-Chou Chen) ； 張錦秀(Chan-Shioa Chang) ； 蔣憲國(Shiann-Gwo Jeang)

《農業經營管理年刊》 7期 (2001/12) Pp. 110-138

https://doi.org/10.29975/CJAM.200112.0003

摘要

本研究以番石榴產銷班班員為研究對象，研究目的在了解番石榴產銷班班員普林運銷概況，以及班員對普林運銷滿意度及繼續參與意願程度，並分析影響班員對普林運銷滿意度及意願之因素，研究樣本共計100份。研究之主要發現如下：
1、班員對普林運銷滿意度為中度程度，具高度參與普林運銷之意願。
2、多元迴歸分析顯示影響普林運銷滿意度之主要顯著因素為「推廣教育參與」、「共同運銷輔導」、「班員數」、「班營運共同化」等四項，總解釋力(R2=0.356)達35.6%。
3、影響繼續參與普林運意願主要的顯著因素有「雜異化程度」、「推廣教育參與」、「班員數」、「普林運銷滿意度」等四項，總解釋力(R2=0.678)達67.8%。
4、路徑分析中發現，「推廣教育參與」、「共同運銷輔導」、「班員數」及「班營運共同化」等因素會透過普林運銷滿意度進而影響普林運銷意願。

關鍵字

普林運銷 ； 產銷班 ； 滿意度 ； 意願

並列摘要

This study used guava agricultural production-marketing group members as the interview subjects. The main purposes of this study were to understand the guava pooling marketing, pooling marketing satisfaction, the member’s willingness to continue participation, and the elements affecting pooling marketing satisfaction and willingness.
1’The degree of pooling marketing satisfaction belong to the “mezzo class”. The degree of willingness to continue participation in the pool market was “high”.
2’The multi-regression analysis illustrated that pooling marketing satisfaction, the explanatory capability (R2=0.356) reached 35.6%. The four most significant factors were “participating in extension education”、”cooperative marketing assistance”、”the number of members”、and “common farm activities”.
3’The multi-regression analysis illustrated the that the willingness to continue pooling market participation related to the explanatory capability (R2=0.678) reached 67.8%. The four most significant factors were “the degree of diversification”、”participating in extension education”、”the number of members”、and “polling marketing satisfaction”.
4’The path analysis illustrated the “participating in extension education”、”cooperative marketing assistance”、”the number of members”、and “common farm activities”could pass through pooling marketing satisfaction to continuingly affect pooling marketing continuing participating willingness.

並列關鍵字

Pooling marketing ； agricultural production-marketing groups ； satisfaction ； willingness