台北希望廣場農民市集之參展農民展後行銷效益與滿意度研究

Abstract

本研究之旨在探討台北希望廣場農民市集之參展農民，於展後所獲得之行銷效益與展場滿意度，本研究就台北希望廣場農民市集之展售攤位的參展農民實施問卷調查，共發出有效問卷301份，回收之問卷資料透過統計分析，探討參展農民特徵變項與展後行銷效益、展場滿意度之差異。 本研究實證結果發現：（一）參展農民展後行銷效益成效度普遍呈現有成長。（二）參展農民展後半年內每月訂單量比未參展時成長狀況、參展後銷售額成長狀況、參展後接到來自展場消費者訂單狀況、參展後多久期間內會接到來自展場消費者訂單等四項展後行銷效益問項，與部分農民特徵變項呈現有顯著差異。（三）參展農民性別、年齡、教育程度、居住地區與展後行銷效益成效度部分因素呈現有顯著差異。（四）參展農民對於展場管理單位提供的軟體服務滿意度高於展場硬體設施。（五）參展農民最重視的硬體設施、對展場經營滿意程度、對於推薦展場之意願、認為設立展場對於推廣農產品是否有助益等四項滿意度問項，與部分參展農民特徵變項呈現有顯著差異。本次研究依據實證結果提出建議，提供台北希望廣場農民市集管理單位做為日後改善服務品質與經營方向之參考。 關鍵詞：農民市集、參展行銷效益、滿意度、台北希望廣場農民市集。

The purpose of the study aims to analyze the marketing effectiveness and exhibition satisfaction received by exhibiting Taipei Hope Farmer’s Market. The study implements questionnaire survey to exhibiting farmers who have a booth at the Taipei Hope Farmers’ Market. A total of 301 valid questionnaires were issued and the questionnaires recovered underwent statistical analysis to analyze the characteristics variables of exhibiting farmers and the post-exhibition marketing effectiveness, as well as the satisfaction difference towards the exhibition site. The empirical results of the study show that: 1.The post-exhibition marketing effectiveness for exhibiting farmers in general shows a growth. 2. There is significant difference between the questionnaires on the four post-exhibition marketing effectiveness, including the monthly order for exhibiting farmers in 6 months after the exhibition as compared to order quantity without exhibition, the overview of post-exhibition sales growth, the post-exhibition orders from consumers attending the exhibition, and the time to receive exhibition consumer orders after the exhibition, with some farmer’s characteristic variables. 3. There is significant difference between the factors related to exhibiting farmers’ gender, age, education, residence area, and post-exhibition marketing effectiveness. 4. Exhibiting farmers tend to hold higher satisfaction towards the software service provided by the exhibition administration than the hardware facilities at the exhibition site. 5.There is significant difference between the questions regarding the four satisfaction dimension, including hardware facility mostly valued by exhibiting farmers, the satisfaction towards exhibition site management, intention to recommend exhibition site, and the comments on whether if the establishment of exhibition site helps the promotion of agricultural products, with the characteristic variables of some exhibiting farmers. The study proposes recommendations in accordance with the empirical results in attempt to provide reference of future improvement on service quality and orientation of management for the administration of Hope Farmers’ Market. Keywords: Farmers’ Market, Exhibition and Marketing Effectiveness, Satisfaction, Taipei Hope Farmers’ Market