台北希望廣場對推廣農產品之影響

Abstract

成立於2001年台北希望廣場，是我國最具指標性，也是農民及消費者最信任的農民市集。其周末兩日實體展售平均營業額由2009年185萬元大幅成長至2023年的500餘萬元、每周人流由約2千人成長至5千人，從農產運銷的角度而言，實有進一步探究之價值。再者，以希望廣場為對象進行之研究甚多，但偏重消費者行為及其滿意度之研究。由於希望廣場是農民與消費者直接接觸的平台，其對於參展農民推廣農產品的影響是值得深入探討的議題。 有鑒於此，本研究採用改變理論做為問卷設計的依據，並以2023年1,164人至希望廣場參展農民為母群體。經由立意抽樣法，得到152位農民問卷。 依問卷調查蒐集之初級資料，經依改變理論中的投入、活動、產出、成效與影響等面向之統計分析結果發現： 1.農民至希望廣場展售時，農產品之運用多以親自運送，且以不過夜或是寄宿親友處來節省成本；另在每次參展的交通費上，亦多控制在2,000元以內。 2.展售的營業額，65%每次大約在3至69,999元居多；在農民的展售的營業效益上，不論是客源的增加、營業額的成長，以及利潤的提升，都在3-4成左右，顯現希望廣場所提供的農特產品之直銷通路，確實為展銷農民帶來不錯的營業效益。 3.至希望廣場展售之銷售量占總產量占比在10%以下者居多；但參加展售比未參展時，不論在每個月的總營業額或是訂單量約成長1-2成。 4.至希望廣場展售後對於後續業績的影響力，分析發現多數顧客會2週內回購，且回購率為2成左右；而在訂購方式，透過Line者訂購最多，運用方式透過物流公司配送，也都在下單後的4天內完成送交。 5.至希望廣場展銷，除了對整體之業務可以增長外，亦透過展銷過程，與其他農民互動與觀摩，可以增加農特產品的銷管經驗，尤其是在農特產品的包裝方面的學習與改變。 整體而言，希望廣場參展之農民多數已經具備獨立推廣農產品的技能，甚至經營社群媒體。

Established in 2001, Taipei's Hope Plaza is the most iconic farmers' market in Taiwan, trusted by both farmers and consumers. The market's average weekly sales have grown significantly from NT$1.85 million in 2009 to over NT$5 million in 2023, and weekly foot traffic has increased from approximately 2,000 to 5,000 people. From the perspective of agricultural product distribution, this phenomenon is worth further investigation. Furthermore, while many studies have focused on Hope Plaza, they predominantly emphasize consumer behavior and satisfaction. Given that Hope Plaza serves as a direct interaction platform between farmers and consumers, its impact on the participating farmers' promotion of agricultural products is a topic worthy of in-depth exploration. In light of this, the present study adopts the Theory of Change as the basis for questionnaire design, targeting the population of 1,164 farmers who participated in Hope Plaza in 2023. Through purposive sampling, 152 farmer questionnaires were obtained. Based on the primary data collected from the survey and statistical analysis according to the Theory of Change dimensions (inputs, activities, outputs, outcomes, and impacts), the following findings were revealed:

1. When selling at Hope Plaza, farmers often transport their products personally, staying overnight with friends or relatives to save costs. Additionally, most control their transportation expenses to within NT$2,000 per trip. 2. Sales revenue for 65% of the farmers per exhibition ranges from NT$3,000 to NT$69,999. The sales effectiveness in terms of customer increase, sales growth, and profit improvement is around 30-40%, indicating that the direct sales channel provided by Hope Plaza indeed brings considerable business benefits to participating farmers. 3. The sales volume at Hope Plaza accounts for less than 10% of total production for most farmers; however, participating in the exhibition results in a 10-20% increase in both monthly total sales and order volumes compared to not participating. 4. Regarding the impact on subsequent performance, the analysis shows that most customers repurchase within two weeks, with a repurchase rate of about 20%. Orders are mainly placed via Line and delivered through logistics companies, typically completed within four days after ordering. 5. Besides overall business growth, participating in Hope Plaza exhibitions allows farmers to interact and observe other farmers, enhancing their experience in managing and marketing agricultural products, especially in learning and improving packaging. Overall, most farmers participating in Hope Plaza have developed independent skills in promoting agricultural products, including managing social media.