COVID-19疫情如何影響蔬菜箱銷售?以仁愛鄉農會為例

Abstract

本研究旨在探討COVID-19疫情如何影響仁愛鄉農會蔬菜箱銷售? 以仁愛鄉農會為例，研究的結果可提供農會在規劃蔬菜箱行銷及管理之參考。本研究以臺灣COVID-19疫情確診人數與仁愛鄉農會在2021年5月26日至10月19日期間推出蔬菜箱，有效數據共含10個周次，消費者訂購蔬菜箱之數量變化為研究範圍。為達本研究目的，將消費者訂購之數量，據以敘述性統計、皮爾森(Pearson)相關分析、簡單迴歸分析等統計方法進行資料分析，為讓研究更具完整性，增加農會相關人員訪談，透過訪談了解疫情期間蔬菜箱銷售情況。 在皮爾森(Pearson) 相關分析方面，結果顯示確診人數對於蔬菜箱銷售數量之影響，兩者呈現顯著正相關：r = .98, p < .001。在簡單迴歸分析方面，結果顯示R2 = 0.967，表示確診人數變數可以有效解釋蔬菜箱銷售數量變項96.7%的變異量，也表示確診人數變項對蔬菜箱銷售數量有顯著的解釋力。 本研究訪談仁愛鄉農會銷售蔬菜箱相關人員。在銷售的優勢方面，仁愛鄉具有生產夏季蔬菜的地形及氣候的優點，再加上媒體正面報導仁愛鄉農會善盡社會責任，能有效提升農會的品牌形象等。而在銷售的困難方面，高山蔬菜之價格浮動較大，較無法達到一般農產品之固定利潤，且此蔬菜箱為首次推出，對於其銷售策略僅能透過滾動式修正。因此希望能透過此研究之結論與建議，作為政府、農會、產銷班在後續行銷蔬菜箱上的參考。

The purpose of this study was to explore how the COVID-19 pandemic affects the sales of vegetable boxes of Ren-ai Township Farmers' Association. Taking Ren-ai Township Farmers' Association as an example, the results of the study could provide a reference for the farmers' associations for vegetable box marketing plan and management. The scope of this study included the number of the confirmed cases of COVID-19 in Taiwan and the launch of vegetable boxes by Ren-ai Township Farmers’ Association from May 26 to October 19, 2021, a total of 10-week valid data, and the change in the number of vegetable boxes ordered by consumers. In order to achieve the purpose of this study, the number of consumers ordered was analyzed by descriptive statistics, Pearson correlation analysis, and simple regression analysis. Interview that conducted with the personnel related to Farmers’ Association was also included to thoroughly understand the sales of vegetable boxes during the pandemic. In terms of the results of Pearson's correlation analysis, the findings showed that the number of confirmed cases had a significant positive correlation with the number of vegetable boxes sold (r = .98, p < .001). The results of simple regression analysis showed that R^2 = 0.967, which indicated that the variable of the number of confirmed cases could effectively explain 96.7% of the variation in the variable of the number of vegetable boxes sold, and it also revealed that the variable of the number of confirmed cases had a significant explanatory power to the sale number of vegetable boxes. Besides, the qualitative results from the interviews indicated that the advantages of the terrain and climate for producing summer vegetables and the positive media coverage of Ren'ai Township Farmers' Association's fulfillment of social responsibilities to effectively enhance the brand image are two sale advantages. In terms of sales difficulties, due to the price of alpine vegetables fluctuates greatly, it is difficult to achieve the fixed profit of general agricultural products. Moreover, this vegetable box is launched first time, so its sales strategy can only be revised through roll adjustment. Based on the results of quantitative and qualitative analysis, the conclusions and suggestions of this study were organized and provided for Ren-ai Township Farmers' Association for reference.