1
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E88103
3
004
電子人際傳播在台灣花卉產銷班應用可行性之探討
A Study of Utilizing Electronic Interpersonal Communication Technology in Floriculture Agriculture Production and Marketing Groups in Taiwan
1.董時叡
1.Shih-jui Tung
1.國立中興大學農業推廣教育研究所
1.Graduate Institute of Agricultural Extension Education, National Chung Hsing University
001,002,003,004
1.國立中興大學農業推廣教育研究所
1.Graduate Institute of Agricultural Extension Education, National Chung Hsing University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1998-08-01
A.14 計畫執行期間(訖):1999-07-31
1998-05-011999-06-30
A.16 收到日期:2000-04-13
1
台中縣市、彰化、南投各花卉產銷班

1
302

302
097
01
C.2 聯絡日期:2000-04-14
2
1.國立中興大學農業推廣教育研究所
1.Graduate Institute of Agricultural Extension Education, National Chung Hsing University
1
C.7 資料公開日期:2001-08-01
2
008
2
1
1
1
2
2
3
001
1,2
1.電子人際傳播
2.電子郵件
3.電腦素養
4.電腦態度
5.網路行銷
6.網際網路
1.Computer Attitudes
2.Computer Literacy
3.Electronic Interpersonal Communication
4.Electronic Mail
5.Electronic Marketing
6.Internet
電 腦網路應用於農業經營上,可說還在剛起步階段,而且在使用上偏向公共場域的傳播方式,對於私人場域的電子人際傳播,如電子郵件和網路行銷並未予以重視。本研究以台灣花卉產銷班班員為分析對象,目的在探索花卉農民在電腦網路和電子人際傳播上的知識素養、態度和使用行為,以及其影響因素。 在方法上乃以是否為績優產銷班、是否接受過資訊化訓練和經營花卉種類為分層標準,以多重分層抽樣方法隨機抽取台中、彰化、南投三縣市20個產銷班的幹部和 非幹部各78人,人做為共302人做為研究的樣本,使用個人問卷訪問的方式蒐集資料,探討的因素包括性別、年生產值、教育年樹、職位、個性、使用經驗、經 營花卉種類和栽培面積等個人因素,以及資訊設備、重要他人影響、電腦使用之社會支持和媒介接觸等環境因素。 研究結果發現受訪花卉農民在對電腦組件的認知上比一般預期的好,對電子郵件和網路行銷也有相當大比例者知曉,但在網路上的認知則較為不足,而進一步探索樣 本對電腦或網路的瞭解深度,則普遍呈現不足情況。而已使用電子郵件和網路行銷工具的比例很小,表示還有很大的推廣空間。 大多數花農對於電子人際傳播都抱持積極的參與態度,但對於參加郵遞名單和線上金錢交易頗有疑慮,經進一步迴歸分析,發現經營盆花或苗圃者,受重要他人影響 較大者、電腦態度較佳者、有較多電腦使用經驗者、對電腦有用性認知較高者、有較好電腦素養者和電腦自我控制感較低者,對於電子人際傳播表現較為正面積極的 態度。

The usage of Internet in agricultural management is still in the very beginning by now and it mostly focuses on the function of public-field communication. The utilization of private field communication, primarily refers to electronic mail and electronic marketing, is relatively neglected, though it possesses different communication function with regard to agricultural information management. This study takes the member of floriculture farmers of Taiwan's Agricultural Production and Marketing Group as unit of analysis, to explore their literacy, attitudes and behaviors toward computer, internet, or electronic interpersonal communication. The stress of electronic interpersonal communication is on e-mail and electronic marketing system. A sample of 302 is drawn from three counties in central Taiwan, based on a multi-level stratified sampling. Personal interview was employed to collect data. Independent variables consist of gender, annual production, education, position within group, personal characteristics, utilization experience, product type, scale, information device quantity, influence of significant others, social support toward computer and exposure to media. It appears that the respondents' awareness toward computer is a little better than what was expected. Though the majority shows fair perception toward electronic interpersonal communication, their extent of understanding or knowledge is obviously insufficient. The usage of either e-mail or electronic marketing is very rare in this sample. With regard to the attitudes toward electronic interpersonal communication, most of the floriculture farmers exhibit positive attitudes with the exception of joining mailing list and on-line electronic money flow. The findings of regression analysis reveals that flower type, influence of significant others, computer attitude, Computer utilization, cognition toward computer's usability, computer literacy and self-control toward computer tend to have significant effect on the respondents' attitude toward electronic interpersonal communication.

D.16 完成檢誤日期:2001-08-07
D.17 預定釋出日期:2001-09-27
D.18 初次釋出日期:2001-09-27
D.19_1 最新版釋出日期:2001-09-27
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1
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1,1,3
10.6141/TW-SRDA-E88103-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E88103
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