台灣農民選擇電商通路因素之研究 －以台灣的農業合作社為例

How Taiwan's farmers choose online channels in e-commerce -A case of agricultural cooperatives in Taiwan

曾吉弘(Chi-Hung Tseng)

指導教授 ： 謝俊宏

共同指導教授 ： 林宜欣(Yi-Hsin Lin)

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2022年)

摘要

近幾年來電子商務的蓬勃發展，讓消費者習慣網路購物的新興消費模式，而在COVID-19疫情的推波助瀾，一般民眾在限制移動及外出情況下增加網購需求。在眾多電商平台中，農民選擇合適的電商平台會考量什麼？本研究即是探討台灣農民選擇電商通路銷售其產品的因素考量。
在過去研究中發現，關於農業電商大多以消費者觀點進行研究，而以農民角度為出發點探討的研究少之又少。本研究著重以農民的看法為主，來調查選擇電商平台銷售農產品的考量因素，應用情境因素理論在探討農民選擇電商通路銷售農產品的考量，參考過去文獻發展出與消費者的距離、社交互動、時間壓力、虛實整合的經營策略、COVID-19疫情衝擊等構面假設關聯性，歸納分析台灣農民使用電商平台意圖的考量。
利用抽樣與問卷發放等研究方法評估論證研究假設。問卷發放調查樣本是以台灣農業合作社聯合社所屬社員社場的農民為對象，回收有效問卷樣本共計381份，運用結構方程式對本研究的整體模型進行假設驗證。
經研究實證社交互動、虛實整合的經營策略、疫情衝擊等三項假設對農民使用電商平台意圖皆有正向的顯著影響。本研究結果的實務貢獻是提供電商經營者或從業人員在未來經營平台採行參考之實質建議。

關鍵字

電子商務 ； 農業電商 ； 情境因素 ； 台灣農業合作社聯合社

並列摘要

In recent years, the vigorous development of e-commerce has made consumers accustom to the emerging consumption mode of online shopping. Driven by the covid-19 epidemic, the general public has increased the demands for online shopping under the condition of restricting going out. Among many e-commerce platforms, what factors will farmers consider to choose the appropriate e-commerce platform? This study is to explore the factors that Taiwanese farmers choose e-commerce channels to sell their products.
In the past most of the agricultural e-commerce studies were conducted from the perspective of consumers, while few studies (ones) were conducted from the perspective of farmers. This study focuses on the views of farmers to investigate the factors considered in choosing e-commerce platforms to sell agricultural products. The situational factor theory is applied to explore the factors considered by farmers in choosing e-commerce channels to sell agricultural products. Referring to the past literature, this study develops the relationship with consumers' distance, social interaction, time pressure, virtual real integration business strategy, covid-19 epidemic impact and other dimensions. To summarize and analyze the considerations of farmers' intention to use e-commerce platform in Taiwan.
The research hypotheses were evaluated by sampling and questionnaire distribution. The questionnaire was distributed to the farmers of Federation of Taiwan Agriculture Cooperatives. A total of 381 valid questionnaire samples were collected. Structure Equation Model is used to test the hypothesis of the overall model of this study.
Through empirical research, three hypotheses such as social interaction, virtual real integration business strategy and epidemic impact have a positive and significant influence on Farmers' intention to use e-commerce platform. The practical results of this study is to provide substantial suggestions for e-commerce operators or practitioners to adopt and refer to in the future operating platforms.

並列關鍵字

E-commerce ； Agricultural e-commerce ； Situational factor ； Federation of Taiwan Provincial Agriculture Cooperatives

參考文獻

中文文獻：

1. 三金（2020）。探秘10大電商模式及背後的商業邏輯。 中國眼鏡科技雜誌， （5），21-24。

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3. 吳曉義（2005）。影響消費者購買決策的情境因素研究。 商場現代化，（6），8-9。

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