廣播新媒體應用於農產品整合行銷之消費者滿意度研究

本研究目的在探討國內廣播媒體在資訊科技的改造下，以新媒體的形式再現時，是否能提升我國農產品的行銷效益。諸多文獻顯示，國內農產品在產銷過程中，由於宣傳有限，進而限縮了與消費者間的各種互動，致使行銷成效也因而受限。而在資訊科技日新月異且網際網路高度普及的時代，農產品與消費者間的行銷接觸更趨多元。廣播，是陪伴大眾獲取日常資訊的管道之一，在結合網路、APP軟體、智慧型載具的運用下，不僅讓大眾收聽廣播節目更加便利，也讓資訊在透過廣播傳播的途徑中，與消費者有更多別於聽覺的互動與結果產出。這對以往在行銷策略與作法上多有受限的農產品而言，無疑是一項利多，然而至今並無學術研究針對廣播新媒體對農產品的行銷效益進行相關之探討。本研究以資訊系統成功模型為理論基礎進行研究架構設計，透過網路問卷調查的方式，探討廣播新媒體的資訊品質、服務品質與系統品質對於收聽大眾滿意度的影響；同時將收聽大眾在基本背景條件的差異納入考量，加強討論在不同背景條件下的收聽大眾，如何影響廣播新媒體的資訊品質、服務品質與系統品質等三者對於收聽大眾滿意度的影響與差異。依據本研究統計分析結果顯示，資訊成功系統模型中的服務品質對使用者滿意度有正向的影響，且教育程度高的收聽大眾對於使用廣播新媒體來獲取農產品行銷資訊有較佳的滿意度。本研究結果可供我國產官學界在行銷農產品時，考量受眾之背景條件差異，應用廣播新媒體發展相關創新傳播策略，提升農產品的行銷效益。

關鍵字

農產品行銷；資訊系統成功模型；新媒體；廣播；滿意度

並列摘要

The purpose of this study is to explore whether the domestic broadcasting media can improve the marketing efficiency of the agricultural productsunder the setting of being transformed by the information technology and reappearing in the form of new media. Many documents show that in the process of the production and marketing of domestic agricultural products, due to the limited publicity, the interaction between consumers and agricultural products has been restricted, resulting in the consequence that the effectiveness of agricultural products marketing has also been restricted. In the era of information technology and the high popularity of the Internet, the marketing contacts between agricultural products and consumers have become more diverse. Broadcasting is one of the channels that accompany the public to obtain information in the daily life. Combined with the use of the Internet, APP software, and smart vehicles, it is getting more convenient for the public to listen to radio programs, and the information is transmitted more rapidly through the radio, which make consumers can have more interactions and generate more outcomes from hearing radio. This is undoubtedly a benefit for the marketing of agricultural products that are used to have limited marketing strategies and practices in the past. However, there is no academic studies being conducted to investigate the marketing benefits of new broadcast media for agricultural products. This study uses the information system success model as the theoretical basis for the research framework design. Through the online questionnaire survey, the impact of the information quality, service quality and system quality of the new broadcasting media on the satisfaction of the public is explored; the differences in the audience background conditions are also taken into consideration. How the information quality, service quality and system quality of new broadcast media affect the audience satisfaction under the setting of the diverse of audience background conditions is investigated in this study. According to the statistical results of this study, the service quality in the new broadcast information system revealed a positive effect on the audience satisfaction, and the highly educated audiences are better satisfied with using broadcast new media to obtain agricultural product marketing information. The results of this study are beneficial for the government, scholars and industrial participants as they consider to develop innovative communication strategies with the use of new broadcasting media to improve the marketing effectiveness of agricultural products.