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題名 | The Supply Willingness of Farm Products from Producers to Local Touring Shops in Taiwan=農民對旅遊商店供貨農產品意願之研究 |
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作者 | 黃萬傳; 王蕙雯; Huang, Wan-tran; Wang, Fei-weu; |
期刊 | 中州學報 |
出版日期 | 20070600 |
卷期 | 25 2007.06[民96.06] |
頁次 | 頁221-242 |
分類號 | 431.25 |
語文 | eng |
關鍵詞 | 農特產品; 供應意願; 結構方程模式; Agricultural special product; Supply willingness; Structural equation modeling; SEM; |
中文摘要 | 隨著產業結構調整、國民消費習慣改變及WTO開放國外進口威脅,台灣農業面對農特產品貿易市場逐步開放及國外具競爭優勢低價產品,透過降低貿易關稅的有利競爭條件誘導進口值增加,且農產品本身其有生物性、易腐性、經濟價值低、品質不易掌控及為初級產品須要增值等產品特性,使得國內農特產品的產、製、銷受到明顯衝擊。此外,為配合政府推廣鄉村計畫及周休二日實施,發展農村特色改善鄉村生活外,促使消費者重視身心調配的重要性,而消費者亦可利用閒暇時期至旅遊地區觀光以放鬆身心,帶動當地經濟脈動。本研究透過結構方程模式 (Structural Equation Modeling; SEM) ,以釋迦、蓮霧、蜂蜜、芒果、菇類、茶、梨及金桔之主要產區農民為研究客體;以供貨經驗、產品價格、付款方式、生產規模、合作精神、廣告促銷及提供服務為供貨意願之變數,探討農特產品透過非農民間體系統的供貨意願。問卷總計發放240份,回收210份,有效樣本210份。研究結果發現:(1) 在地行銷通路以消費者自行訂購為者,其次為農民自行設攤販賣;(2) 生鮮農特產品受生產期影響供貨不穩定,且旅遊系統業者和個別農民之間無良好溝通橋樑;(3) 供給意願以觀光景點最高,其次為休閒渡假中心及旅館飯店。 |
英文摘要 | Along with the industrial structure adjustment, the international expenditure pattern is changing and WTO creates some import threats. Taiwan agricultural sector is facing the special international trade market which has been opened and has the competitive advantage of low price products from foreign countries. Because the trade customs decrease and the values of the import increase, the control of fresh agricultural products has to improve to increase the values of the agricultural products. Because the domestic agricultural special products are suffered the impact from the foreign agricultural products, the development of the countryside characteristics and country lives should be developed to increase local revenues. This paper employed Structural Equation Modeling (SEM) and took the farmers of shaky, lotus fog, honey, mango, mushroom class, tea, pear, and kumequat in those main production areas as research object. This paper used the experiences of supplying farm goods, the product price, the payment method, the production scale, the cooperation spirit, the advertisement promotes sales, and service provided as the variables of supply willingness. Based on the consideration of SEM estimation, data used by this paper come from the field survey. The simple size is 210 farmers to produce those products mentioned above. This paper found that local marketing is focused on the consumers whom order the products by themselves, and then the farmers set the stalls to sell the products. Because the fresh agricultural products would be affected the production dates and the supply of the fresh products are not stable, so farmers and travel companies should communicate well. As the results, the expectation of supply products in sightseeing areas is better than the places of resort centers and hotels. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。