臺灣另類農糧網絡之產銷供應鏈－以厚生市集為例

Abstract

摘要

另類農糧網絡興起，目的是提供消費者安全、可信任的農產品，並使生產者可獲得其應有收益，像是以農民市集和社區支持型農業等方式進行。臺灣農民市集已發展一段時間，逐漸出現許多具有特色的農民市集。營運上卻面臨舉辦時間頻率不足、空間集中於都會地區與缺乏長期經營策略選擇等困境。本文以厚生市集為個案，說明厚生市集以電子商務改善銷售農產品的方式，解決農民市集營運的困境，同時達到另類農糧網絡理念。本文由行動者網絡理論分析厚生市集與消費者、生產者、安全農產品之間如何形成一個長期鑲嵌於人際網絡上的信任網絡。研究發現另類農糧網絡的消費空間目前多集中於都會地區，且都會地區消費者對於安全農產品需求要高於鄉村地區。消費者認知的農產品價值，不僅有農產品品質，更包括對在地農業的支持、食物安全和服務效率。網路銷售農產品帶給生產者多元通路和穩定價格，消費者則獲得安全農產品與購買上的便利性。最後，另類農糧網絡的產銷供應鏈藉由人際關係的互動形成制度上的信任，建構網路販售式之農民市集，此另類農糧網絡產銷供應鏈是透過實體市場空間、關係空間與虛擬市場空間，三者相互作用下所形構而成。

關鍵字：另類農糧網絡、供應鏈、行動者網絡理論、鑲嵌、厚生市集Abstract

The rise of the alternative agro-food networks (AAFNs), such as farmers markets and community-support-agriculture, is to provide consumers with safe and trustworthy foods, from which producers could make reasonable money. Farmers markets have appeared for quite a long time and such disadvantages as not often enough, over-concentration in space and lack of long-term strategies might hamper its development. Taking the Housheng Market for example, the research documented how the new type of AAFNs resolved those problems that farmers markets might face by ways of electric commerce. In the viewpoint of Actor-Network Theory, the Housheng Market, consumers, farmers and safe agricultural goods form a long-term trusty network, upon which trust is embedded. The research found that most of the consumers are in urban areas and they prefer safe food than their rural counterparts. In addition, the idea of quality is deemed by them as not only about food itself but the support to local agriculture, food safety and service efficiency. E-commerce of food provide producers with multiple channels and stable prices; consumers safety and convenience. The internet farmers market builds institutional trust by face-to-face interaction. Apart from that, the Housheng Market presents the intertwining spatial relations between the physical, relational and virtual marketplaces.

Keywords: Alternative Agro-food Networks, Supply Chain, Actor Network Theory, Embeddedness, Housheng Market