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潭括都
9 years ago
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1 * ** IPA 留不不了浪 ()(agricultural localization) 不類類 /(Alternative Agro-Food Networks, AAFNs)AAFNs 聯離 (Goodman, 2004; 梁 2008; Higgins et al., 2008)(Short Food Supply Chains, SFSCs)(farmers market) 路行糧來度利來降念北 2000 年 2,900 年度行路 * 行 ( Q2(7)) ** 立理理立理 1

2 年來類北 248 ( 北 ) 綠行略列行理 () 路度來利不更更 (2008) 北理冷行 IPA(Important-Performance Analysis)(importance) (performance) 類 AAFNs (locals)(extra-locals) 利理參 Hinrichs(2003) 兩參 ( )() 念 (Marsden et al., 2000) 來 La Trobe(2001) 理數來利易離來便易了 La Trobe(2001)Archer et al.(2003) 數 2

3 來了來理路 () 若 () 便更 Archer et al.(2003) 北行理零路了了度 ( 2008) 零路 2-3 便度流來零路 4-5 零 2-3 拉了離 La Trobe(2001) Archer et al.(2003) 10 來 () 1 行率 () 不路行略來 -(IPA) 來行略 (marketing strategy mix) 行略了行行 (Kotler, 2002) 了行略 McCarthy(1981)4P(product) 路 (place)(promotion) (price) 行力 4P 行來說 4P 行若不 Bitner & Booms(1981)Haksever et al.(2000) 3

4 行了 4P 略 3P (physical evidence)(people) 流 (process) () 見 (Bitner & Booms, 1981) 來說便來 () 度劣行 () 流流劣流利便量行良量 -(Important-Performance Analysis, IPA) IPA Martilla & James(1977) 來行略理行略 IPA 理領立劣 (Chapman, 1993; Cheron et al., 1989)IPA 度來 (Sampson & Showalter, 1999) O Sullivan(1991) 度 (X ) 度 (Y ) 切 IIIIII IV 度度兩 ( 1) 說 () (keep up the good work) 度度 () 力量 (concentrate here) 度度 () (low priority) 度度 () (possible overkill) 度度度 4

5 1 -(IPA) Martilla & James(1977) 來量度 Bitner & Booms(1981) Haksever et al.(2000) 行參 La Trobe(2001)Archer et al. (2003)(2008) 兩冷行略 ()()() 不 () 不 () 不 () 7 度 7 1 料 IPA 度度行率金類料 5

6 2009 年 9 10 來數不便利北行 ( 1) 北宅類 (89.1%) 路類六流 ( 車 )(80.0%) 離 10 車量六 1 (%) (%) (%) 55 (100.0) 35 (100.0) 30 (100.0) 49 (89.1) 13 (37.1) 1 (3.3) 5 (9.1) 9 (25.7) 5 (16.7) 1 (1.8) 13 (37.1) 24 (80.0) 料理 (28.33%) 女 86 (71.67%) 年 (32.50%) 例兩料例度 38 (31.67%)(38.33%) 4-8 (45%) 63 (52.50%) 車 ( %) 車 ( %) 6

7 零 (50.26%) 年來量 (19.69%) 年女理 2 (%) (%) 34 (28.33) 9 (7.50) 86 (71.67) 3 (2.50) 20 () 2 (1.67) 48 (40.00) (9.17) 60 (50.00) (24.17) 0 (0.00) (32.50) 0 (0.00) (24.17) (8.33) 25 (20.83) 2 3 (2.50) 38 (31.67) (11.67) 25 (20.83) (22.50) 20 (16.67) (22.50) 12 (10.00) (14.17) 63 (52.50) (10.83) 19 (15.83) (5.00) 38 (31.67) (10.83) 46 (38.33) 97 (50.26) 3 (2.50) 38 (19.69) 22 (18.33) 5 (2.59) 12 (10.00) 2 (1.04) 11 (9.17) 34 (17.62) () 13 (10.83) 2 (1.04) 13 (10.83) 15 (7.77) ( 3) 49 (39.2%) 路 ( %) 路數 ( 27 ) 例 21.6% 路力量類例更論類來立良 7

8 3 (%) 4 (3.2) 11 (8.8) 6 (4.8) 21 (16.8) 2 (1.6) 4 (3.2) 49 (39.2) 28 (22.4) 量 1-3 ( 4) 量 33 量 34 3 便數 16 度度 a b c d e. () f g h i j k l

9 若來北量離了良度北理便量路來兩量了北理便利量來量來量度異數行度度 (1) (2) 良理便列 (3) 列度度行異數理 5 F (P ) 度度度不數北數論金度更度度兩不論度度易便不度兩度良理便度度異 ( 5) 若度度 9

10 便利度度若北便利便利北不 5 (n1=55) (n2=35) (n3=30) F (P ) (0.225) (0.180) (0.004)* (0.005)* (0.001)* (0.133) (0.357) (0.347) (0.290) (0.094) (0.392) (0.093) (0.003)* (0.048)* (0.399) (0.003)* (0.440) (0.870) (0.433) (0.177) (0.473) (0.581) 度度類度不北數 10

11 若北不不不度 () 度 (6.14) ( 便 )(5.83) ( 類 ) 度 (5.49) 不來里若來度 (6.05) 度 (5.83) 度 5.46 類不量行易理不來度裡更來北不論降行度度 6 料良度不度北度例車來度兩度度 5.70 數 5.38 說率度度 11

12 數若兩不若 6 (n1=55) (n2=35) (n3=30) F (P ) (0.511) (0.644) (0.912) (0.042)* (0.268) (0.036)* (0.546) (0.244) (0.366) 冷行異數 ( 7) 異冷度度不若度數度北度若 Scheffe 行 (post-hoc test) 北兩異兩不論冷良度戮力來若度冷度 ( ) 見列 12

13 來 7 (n1=55) (n2=35) (n3=30) F (P ) (0.000)* (0.009)* (0.000)* (0.044)* (0.005)* (0.007)* (0.000)* (0.018)* (0.001)* (0.002)* (0.000)* (0.005)* (0.003)* (0.275) (0.009)* (0.524) 行料數 11 例數 52 (43.33%)( 8) 流例率 7 來數 48 (40.00%) 若兩料來數 23 (44.23%) 金 (50.00%) 料 117 例 97.5% 112 例 93.33% 58 (48.33%) 留 13

14 來 8 (%) (%) () 1 21 (17.50) 5 (4.17) (21.67) (23.33) (8.33) (6.67) (9.17) (8.33) (43.33) 7 48 (40.00) (20.83) 1 21 (17.50) (50.00) 44 (36.67) (16.67) 64 (53.33) (9.17) 4 (3.33) (3.33) 8 (6.67) 41 (34.17) 0 (0.00) 72 (60.00) 0 (0.00) 4 (3.33) 0 (0.00) 3 (2.50) 47 (39.17) 0 (0.00) 73 (60.83) 0 (0.00) 58 (48.33) 0 (0.00) 62 (51.67) IPA IPA 度度度度不列度 5.79 度 5.73 IPA ( 2 3 4) 2 良度度 ( I ) 理度度 (II) 便類度度 (III) 零便更不度若行 14

15 良落度度 I 度不了 2 IPA 3 度度 (III) 良度度 (IV) 不不良 15

16 IPA 4 冷良度度 (I) 度度 (III) 16

17 4 IPA 降理連了行理冷車不車 (self-service) 量 17

18 北理不行冷北利 (40.0%) 北 (89.1%) (80.0%) 例度不度 (6.14) La Trobe(2001) Archer et al.(2003) 度兩了了冷兩度不度 (6.05) 度度 IPA 2 例 IPA 度度 () 良度度理度度便類度度 () 度度良度度 () 冷良度度度度 18

19 AAFNs 北 (locals) (extra-locals) 不行路了旅冷更冷冷度北勵 (face-to-face) 不來若行略來 2008 流立梁 2008 理 53: 立 197 Archer, G. P., G. S. Judit, V. Gianpaolo and C. Aurelie, 2003, Latent Consumers Attitude to Farmers Markets in North West English, British Food Journal, 105(8): Bitner, M. J. and B. H. Booms, 1981, Marketing Strategies and Organization 19

20 Structure for Service Firms, in J. H. Donnelly and W. R. George. (Eds.), Marketing of Services, 47-52, Chicago, IL: American Marketing Association. Chapman, R. G., 1993, Brand Performance Comparatives, Journal of Products & Brand Management, 2(1): Cheron, E. J., R. Mc Tavish, and J. Perrien, 1989, Segmentation of Bank Commercial Markets, International Journal Bank of Marketing, 7(6): Goodman, D., 2004, Rural Europe Redux? Reflections on Alternative Agro-Food Networks and Paradigm Change, Sociologia Ruralis, 44(1):3-16. Haksever, C., B. Render, R. S. Russell, and R. G. Murdick, 2000, Service Management and Operations, 2th ed, Prentice Hall: New Jersey. Higgins, V., J. Dibden, and C. Cocklin, 2008, Building Alternative Agri-Food Networks: Certification, Embeddedness and Agri-Environmental Governance, Journal of Rural Studies, 24:15-27 Hinrichs, C. C., 2003, The Practice and Politics of Food System Localization, Journal of Rural Studies, 19:33-45 Kotler, P., 2002, Marketing Management, 11th ed, Prentice Hall: New Jersey. La Trobe, H., 2001, Farmer s Markets: Consuming Local Rural Produce, International Journal of Consumer Studies, 25(3): Marsden, T., J. Banks, and G. Bristow, Food Supply Chain Approaches: Exploring Their Role in Rural Development, Sociologia Ruralis, 40(4): Martilla, J. A. and J. C. James, 1977, Importance-Performance Analysis, Journal of Marketing, McCarthy, E. J., 1981, Basic Marketing: A Managerial Approach, 9th ed. Homewood, IL: Irwin. O Sullivan, E. L., 1991, Marketing for Parks, Recreation, and Leisure, State College, PA: Venture. Sampson, S. E. and M. J. Showalter, 1999, The Performance-Importance Response Function: Observations and Implications, The Service Industries Journal, 19(3):