台北市民眾有機米產區地方意象及品牌權益關聯性探討

An Investigation on the Correlation of Production Region’s Place Image and Brand Equity for the Organic Rice in the Case of Taipei City Residents

地方具有歷史、文化與庶民生活之特性，故具識別與單一性等品牌效益。雖然地方品牌已實際應用於農產品行銷，但以地方品牌行銷本土農產品之效用與執行策略仍缺乏相關研究。本研究以花蓮地區所生產之有機米為例，探討以地方品牌行銷國產農產品之可行性。本研究透過問卷調查，經由簡單隨機選取四個行政區為抽樣區域後，於每一抽樣區域立意選取有機專賣通路進行抽樣，共得有效問卷404 份。經由典型相關分析顯示，農產品產區之地方意象與其農產品品牌權益呈現正相關，兩者之典型相關係數達0.559；意即農產品產區之地方意象對其農產品品牌權益之可解釋變異量高達31.2%。複迴歸分析結果進一步顯示地方的產業意象與情感意象是影響其農產品品牌權益的主要區域性因素。整體研究結果顯示運用地方品牌行銷本土農產品之可行性。

Place reveals the characteristics of history, culture and residents’ living, andthus is as distinguishable and unique as a brand. Place branding has beenempirically applied in the marketing of agricultural products, but the efficiency andthe operation strategy for applying place branding to market domestic agriculturalproducts has been ignored from the academic research. With the case of organicrice produced from Hualien region, this study was intended to evaluate thefeasibility of applying place branding to market domestic agriculture products. By aconsumer survey, 404 valid questionnaires were gained with a sampling strategythat four administration regions were selected randomly and then specialty storesfor organic foods were selected purposely from each selected administration region.The statistical results of canonical correlation analysis revealed that the placeimage of the agriculture production region was positively related to the brandequality of its agricultural products, with a canonical correlation coefficient of 0.559between these two variables, i.e. the place image explained 31.2% of the varianceof the brand equality for the agriculture products. The statistical results of multipleregression analysis revealed that local industrial image and emotional image werethe main factors of a place image that influences the brand equality of theagricultural products. In sum, the study results support the practicality of promotingdomestic local agriculture products with place branding.