隨著全球資訊科技的發展,電子商務已經成為市場經濟不可或缺的一環(Tao & Zhao, 2012),而農產品是人類賴以生存的民生必需品,以往消費者需親自前往市場或產地購買生鮮農產品,隨著科技進步,透過網路購物,銷售市場已非局限於當地區。因此,本研究以台灣地區生鮮農產品購物網站為主要研究對象,利用搜尋引擎IE10隨機選取102個生鮮農產品購物網站為有效樣本,依銷售產品分為生鮮蔬果類、生鮮肉品類、生鮮水產品類以及綜合生鮮產品類四個購物網站類型,利用ICDT模型中四個虛擬空間來分析生鮮農產品購物網站的架構,瞭解不同類型生鮮農產品購物網站所提供之內容與功能,並藉由內容分析法瞭解生鮮農產品購物網站內容及經營模式,進一步以ANOVA分析比較不同類型生鮮農產品購物網站之間的關係。本研究結果顯示,不同類型的生鮮農產品購物網站在虛擬訊息空間、虛擬溝通空間與虛擬交易空間皆有差異性存在,且以綜合生鮮農產品購物網站的功能最佳。
With the development of global information technology, electronic commerce has become an integral part of the market economy (Tao & Zhao, 2012). Agriculture products are the commodity of our daily life, consumers used to purchase these staples in the local market or the cradle of fresh products. Thanks to the high technology, nowadays consumer may purchase fresh products from farm in far distance through internet. Hence, this study aims at fresh agricultural product websites in Taiwan, using IE10 randomly select 102 websites as effective research samples. According to the products divided into four types: vegetable and fruit, meat, seafood, and comprehensive products. Through four virtual spaces of ICDT model, examining the framework of websites and evaluating the content and function differences of four website types. Content analysis was applied to understand the website construction and management model, furthermore, ANOVA was adapted to analysis the relation between different types of fresh agricultural product websites. The result shows that differences exist in virtual message space, virtual communication space, and virtual transaction space. Consequently, the comprehensive product type of fresh agricultural product websites provides integral function.