電子商務網站經營模式之研究-以休閒農業區為例

A Study on the Business Model of Electronic Commerce Websites-A Case of Leisure Agriculture Area

黃珮婷(Pei-Ting Huang)

指導教授 ： 林豐瑞

國立屏東科技大學/管理學院/農企業管理系所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00010

摘要

本研究依研究動機與目的，以台灣休閒農業區內部各景點組織為受訪對象，並以郵寄問卷調查方式與SPSS、LISREL統計程式軟體進行實證分析，進而提出結論、管理與學術意涵，及對政府、休閒農業區內部各景點組織之具體建議。此間，本研究旨在瞭解休閒農業區內部電子商務現況，並且建構休閒農業區內部景點組織電子商務網站經營模式，以結構方程式驗證探討休閒農業區內部景點組織電子商務網站經營模式的適合度，及其與理論潛在變數間之關聯性。

研究結果顯示，本研究建構休閒農業區內部景點組織電子商務網站經營模式可用來解釋與預測顧客介面、核心策略、策略性資源、價值網絡對網站效益之影響關係。最後，本研究依研究結果進一步提出可能的管理與學術意涵，及具體可行之建議供政府相關輔導單位和休閒農業區內部各景點組織在規劃電子商務網站上之參考。

關鍵字

休閒農業區 ； 電子商務 ； 經營模式 ； 網站效益

並列摘要

In accordance with the research motivation and objectives, questionnaire was designed and sent to the members of the leisure agriculture area. The empirical data was analysed using the SPSS and LISREL statistical software. Conclusions drawn for the study included the implications for management practice and academic research and recommendations were made for the public policy makers and organizations of the leisure agriculture area. Within this purpose of the study is to understand the electronic commerce situation of leisure agriculture area, and to construct the business model of electronic commerce website in the scenic spots organizations of leisure agriculture area. The study used the structural equation modeling(SEM) tecjmoqie to test and investigate the fitness of the business model of electronic commerce website in the scenic spots organizations of leisure agriculture area and their correlation with the variables of theoretically potetials.
In this paper the result shows that the business model of electronic commerce website in the scenic spots organizations of leisure agriculture area could be used to explain and predict the influence relations of the customer interface, the core strategy, the strategic resources, and the value network to the website benefit. Fourthmore, through its respective key factors, the level of the mutally positive correlations would be affected. Based on the research findings,thepossible managerial and academic implications were proposed, the solid recommendations were made to the relevant government agencies and the scenic spots organizations of leisure agriculture area such that they can use the information as a reference on their planning electronic commerce websites.

並列關鍵字

Leisure Agriculture Area ； Electronic Commerce ； Business Model ； Website Benefit

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