都市休閒農業區網路行銷滿意度影響因素之研究－以小港休閒農業區為例

The Study on Urban Leisure Agriculture Area of Internet Marketing Satisfaction Influential Factor-Hsiao Kang Leisure Agriculture Area

林豐瑞(Feng-Jui Lin) ； 黃珮婷(Pei-Ting Huang)

《行銷評論》 4卷4期 (2007/12) Pp. 505-532

https://doi.org/10.29931/MR.200712.0006

摘要

本研究之主要目的在藉由小港休閒農業區以探討遊客對都市休閒農業區網站行銷滿意度影響因素，並以DeLone and McLean的資訊系統成功修正模式爲電子商務成功之因素架構基礎，且參考有關休閒農業之資訊管理等文獻做爲構面變數。此外，本研究隨機抽樣方法，現場訪問小港休閒農業區遊客之後，運用迴歸分析方法，進行相關實證結果發現，系統品質及資訊品質對網路行銷滿意度有直接效果影響，但服務品質是有正向關係並未顯著影響；進一步以典型相關分析網路行銷滿意度，主要關鍵影響因子是「客製化資訊搜尋」、「運用農業易遊網」、「網絡服務」、「服務資訊完整性」、「需求快速回應」，本研究根據研究發現進一步提出管理與學術意涵及建議。

關鍵字

都市休閒農業區 ； 網路行銷滿意度

並列摘要

The purpose of this research was to explore influential factor that tourists refered to urban leisure agriculture area of internet marketing satisfaction in Hsiao Kang leisure agriculture area. Research model was based on DeLone and McLean model of information systems success that electronic commerce success of factor was the basal model. Besides, the research was by random sampling and interview tourist's Hsiao Kang leisure agriculture area. The results were system quality and demand quality to internet marketing satisfaction that was direct to influential by regression analysis, but service quality had not significant and positive relation toward internet marketing satisfaction. By canonical correlation analysis, internet marketing satisfaction was main key influential factor ”Customizable search for information”, ”used Easy Agritourism web”, ”network service”, ”completed of service in formations”, ”demand for fact reply”. By the results, the research was advanced managerial, academic implications, suggestions.

並列關鍵字

Urban Leisure Agriculture Area ； Internet Marketing Satisfaction

參考文獻

方珍玲、陳芳萍(2003)。休閒農業消費者網路功能需求與網路行銷因素分析。企業管理學報。58，29-54。

休閒農業服務網，農業易遊網

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