農特產品市場價格差異分析

An Analysis on the Market Price Differences of Agriculture Souvenirs among Markets

潘治民(Chih-Min Pan)；蕭文凱(Wen-Kai Shiao)；林幸君(Hsing-Chun Lin)

農特產品 ； 市場價格差異 ； Agriculture Souvenir ； Market Price Differences

東吳經濟商學學報

95期（2017 / 12 / 01）

1 - 21

繁體中文

本文建構了一個分析模型以檢視影響農特產品在旅遊地與都會區市場交易價格差異的因素。模型中，我們假設消費者具有完全的市場交易訊息，部分的消費者會特別地享受在旅遊地的購物樂趣，農特產品廠商則同時在旅遊地市場與都會區市場進行競爭，並影響其交易價格。本文的研究結果指出：（1）當消費者在旅遊地購買農特產品的樂趣低於農特產品運往都會區市場銷售的單位運費，農特產品在旅遊地的交易價格會恆低於都會區的交易價格。（2）當消費者在旅遊地購買農特產品的樂趣高於農特產品運往都會區市場銷售的單位運費，較多（少）的農特產品廠商家數將使得農特產品在旅遊地的交易價格低（高）於都會區的交易價格。換言之，在特定條件下，市場競爭程度仍是影響農特產品在不同市場交易價格差異的關鍵因素。

In this paper, we examine the market price differences of agriculture souvenirs. In the model, we made three key assumptions. First, all consumers are fully informed with all possible market transactions. Second, some consumers enjoy shopping experiences in various tourist attractions. Third, the agriculture souvenir manufacturers perform Cournot competition both in the tourist market and in the metropolitan market. Our results indicate that, when consumers' joy of shopping agriculture souvenirs at tourist attractions is lower than the cost of shipping the same products to the marketplace in a metropolitan area, the equilibrium market price at the tourist market is always lower than that of the market in a metro area. However, when consumers' joy of shopping agriculture souvenirs at tourist attractions is higher than the cost of shipping the same products to the marketplace in a metropolitan area, large (small) number of souvenir manufacturers cause the market price at the tourist market is lower (higher) than that of the market in a metro area. Market competition shall affect the market price differences of agriculture souvenirs among markets.

1. 余政隆、陸定邦(2010)。地方特色產業設計程序研究─以白河鎮蓮產業為例。中華民國建築學會建築學報，72，129-146。
   連結：
2. 吳健瑋、倪志琦、林億明(2010)。特產之訂價行為。農業經濟叢刊，15(2)，1-27。
   連結：
3. 吳榮杰、陳永琦、劉祥熹(2000)。貿易自由化與國內外畜禽市場價格長期均衡關係之研究。農業經濟叢刊，5(2)，223-251。
   連結：
4. 陳乃華、江清松(2010)。新竹縣關西鎮之客家產業競爭優勢與發展策略初探。人文社會科學研究，4(4)，26-46。
   連結：
5. 賴景昌、王葳、胡士文(2000)。目標區與農產品價格的穩定：小型開放經濟之分析。農業經濟叢刊，6(1)，33-66。
   連結：
6. Anderson, L. F.,Littrell, M. A.(1995).Souvenir-Purchase Behavior of Women Tourist.Annals of Tourism Research,22,328-348.
7. Barnes, S. J.,Pressey, A. D.(2012).In Search of the Meta-Maven: An Examination of Market Maven Behavior Across Real-life, Web, and Virtual World Marketing Channels.Psychology & Marketing,29,167-185.
8. Baye, M.R.,Morgan, J.(2004).Price Dispersion in the Lab and on the Internet: Theory and Evidence.Rand Journal of Economics,35,449-466.
9. Carlson, J. A.,McAfee, R. P.(1983).Discrete Equilibrium Price Dispersion.Journal of Political Economy,91,480-493.
10. Feick, L. F.,Price, L. L.(1987).The Market Maven: A Diffuser of Marketplace Information.Journal of Marketing,51,83-97.
11. Gale, F.(1997).Direct Farm Marketing as a Rural Development Tool.Rural Development Perspectives,12,19-25.
12. Gordon, B.(1986).The Souvenir: Messenger of the Extraordinary.Journal of Popular Culture,20,135-146.
13. Janssen, M.,Moraga-González, J. L.,Wildenbeest, M.(2005).Truly Costly Sequential Search and Oligopolistic Pricing.International Journal of Industrial Organization,23,451-466.
14. Littrell, M. A.(1990).Symbolic Significance of Textile Crafts for Tourists.Annals of Tourism Research,17,228-245.
15. McAfee, R. P(1995).Multiproduct Equilibrium Price Dispersion.Journal of Economic Theory,67,83-105.
16. Narasimhan, C.(1988).Competitive Promotional Strategies.Journal of Business,61,427-449.
17. Rothschild, M.(1973).Models of Market Organization with Imperfect Information: A Survey.Journal of Political Economy,81,1283-1308.
18. Salop, S. C.,Stiglitz, J. E.(1977).Bargains and Ripoffs: A Model of Monopolistically Competitive Price Dispersion.Review of Economic Studies,44,493-510.
19. Smith, V.(1979).Women: The Taste-Makers in Tourism.Annals of Tourism Research,18,9-60.
20. Stigler, G.(1961).The Economics of Information.Journal of Political Economy,69,213-225.
21. Swanson, K. K.(2004).Tourists' and Retailers' Perceptions of Souvenirs.Journal of Vacation Marketing,10,363-377.
22. Swanson, K. K.,Timothy, D. J.(2012).Souvenirs: Icons of Meaning, Commercialization and Commoditization.Tourism Management,33,489-499.
23. Varian, H. R.(1980).A Model of Sales.American Economic Review,70,651-659.
24. Wallendorf, M.,Amould, E. J.(1988).My Favorite Things: A Cross-Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage.Journal of Consumer Research,14,531-547.
25. Wilkins, H.(2011).Souvenirs: What and Why We Buy.Journal of Travel Research,50,239-247.
26. Xu, Y.,McGehee, N. G.(2012).Shopping Behavior of Chinese Tourists Visiting the United States: Letting the Shoppers Do the Talking.Tourism Management,32,427-430.
27. Zauberman, G.,Ratner, R. K.,Kim, B. K.(2009).Memories as Assets: Strategic Memory Protection in Choice over Time.Journal of Consumer Research,35,715-28.
28. 翁志輝、曾玉榮(2011)。台灣地方特色加工食品的發展與啟示。福建論壇─人文社會科學版，4，138-141。
29. 張淑君、張俊傑(2010)。農村產業經營方案之研究：以南投縣鹿谷鄉茶產業為例。農業推廣文彙，55，147-156。
30. 蔡明達、賴重光(2012)。農會農特產品品牌行銷之研究。農業推廣文彙，57，59-80。
31. 賴守誠(2010)。農村特色食品之形成與發展：以深坑綠竹筍為例。農業推廣文彙，55，85-96。

1. 薛子晴,曾忠蕙(2021)。消費者綠色消費意識對知覺犧牲、知覺利益與購買意圖關係上的干擾效果－以品牌產品的空瓶回收獎勵活動為例。東吳經濟商學學報，102，35-57。