新冠疫情對農產品網路直播銷售的影響-以 「真情食品館網路商城」為例

Abstract

本研究整理分析2019年11月~2021年10月間，生鮮與食品電商平台-新北市農會真情食品館於「台北希望廣場」農民市集臉書粉絲專頁進行農產品網路直播銷售的訂單資料，將消費者下單時間、居住地以及訂購的產品類別、網紅代言等變數因子進行統計分析，觀察各因子對消費者每筆訂購金額、訂購組數、每週訂購筆數等是否有影響，適逢2020年5月台灣新冠肺炎疫情急速升溫，本研究進一步分析比較疫情警戒提升前後消費者購買農產品決策之差異：分析發現，疫情三級警戒期間因大量消費者湧入購買，訂單筆數較疫情前呈現翻倍成長，但是平均每筆訂購金額及訂購組數並無明顯增加的情形，疫情降為二級警戒後，訂購筆數下滑，但還是比疫情前成長約9%，另外也觀察到疫情期間，大部分種類農產品售價都有調升的現象。 另外本研究分析結果也顯示，網紅代言人比非網紅平均營業額高出近6倍，二年間總營業額貢獻占比高達65.55%，聘請網紅代言為電商平台帶來的效益極為顯著，但為避免將雞蛋放在同一個籃子裡面，建議電商公司可思考轉型成經紀公司的經營模式，積極網羅各類型網紅代言人，擴大不同消費類型的客戶基礎，或進一步能以農會為主體經營農業議題帶狀節目，擴大品牌影響力，可與原本的直播業務起互相拉抬效果。

This study analyzes live-streaming orders data from November 2019 to October 2021 of the Facebook fan page ”Taipei Hope Plaza Farmer’s Market”, the fresh food e-commerce platforms in the Sincere Food Internet Shopping Mall of New Taipei City Farmers’ Association, sorted by variables factors such as order time, purchase category, place of residence, and influencer endorsements etc., and to observe whether there is any impact on the amount / the quantity of each order and the number of orders per week. Coinciding with the outbreak of Covid-19 in May 2020 in Taiwan, this study has further compared the differences in consumers' decision to purchase agricultural products on live-streaming platforms before and after the epidemic alert. Cross-analysis found that a large number of consumers flocked to purchase online during the three-level alert period of the epidemic and the number of orders doubled up compared with the number of orders before the epidemic, but the amount and the quantity of each order did not increase significantly. However, when the pandemic alert lowered to the second level, the number of orders decreased, but it is still 9% higher compared with the number of orders before the epidemic. Most of the products has adjusted the price during the pandemic. Further in this study, the result shows that the average revenue of Internet celebrity endorsements is nearly 6 times higher than non-Internet celebrity endorsements, and the contribution of the two-year total revenue is as high as 65.55%. Hiring a internet celebrity endorsement brings significant benefits to the e-commerce platform, Yet, we must also consider avoiding putting eggs in the same basket. E-commerce platforms could consider to transform into a brokerage company, recruiting various types of Internet celebrity endorsements, expanding different kinds of customers, and setting up a program on agriculture-related topics with the farmers' association, which would affect the sales of agriculture products after building the brand awareness.