電子化政府產銷履歷持續使用意圖之研究-生產者的觀點

Understanding the Continued Use Intention toward E-Government Agricultural and Food Traceable System - In Perspective of Producer

柯奕佑(Yi-You Ke)

指導教授 ： 連俊瑋

國立臺中科技大學/資訊與流通學院/資訊管理系碩士班/碩士(2015年)

摘要

近年來食品安全不斷出現黑心食品，造成許多消費者的恐慌，因此在購買產品上會選擇有認證標章的產品購買。在許多產品驗證標章裡，發現政府推廣的產銷履歷驗證制度中參與的生產者退出比例高於使用的比例。除此之外，在資訊管理領域，許多學者對於人們使用「電子化政府」服務的研究多以免付費為主，使用者可以使用既有的裝置或設備即可進行使用，較少學者對於使用者須自行付費的議題進行討論。因此本研究主題要探討產銷履歷持續使用意圖，並以生產者的觀點找出哪些因素會影響生產者不繼續使用產銷履歷。研究總共發放問卷為1,460份網路問卷，有效問卷311份，回收率為21.3%。研究結果發現，相對優勢及知覺有用性對於知覺價值獲得支持；知覺有用性、沉沒成本、不確定性成本及知覺價值對於持續使用意圖獲得支持。

關鍵字

電子化政府 ； 持續使用意圖 ； VAM模型 ； 精緻農業

並列摘要

Recent years have seen tainted foods surfacing one after another, causing fears among consumers, who accordingly would opt for certified products while purchasing goods. In many product certificate marks, it is found that within the traceability system promoted by the government, the proportion of producers who chose to detach themselves from the system is higher than those who remain in it. In addition, in the field of information management, most scholars regarding people’s usage of “e-government” services pivot on free ones, in which users can use existing devices or equipment. Yet, only a few scholars focused on the issue of the services paid by users. Therefore, this study aims to discuss the intention of the continued usage of traceable agricultural products (TAP) labels, and, from the perspective of producers, find out the factors that discourage producers from continuing to use TAP labels. A total of 1460 copies of online questionnaire were distributed, with 311 of which being valid ones, constituting a response rate of 21.3%. The results show that in terms of perceived value, relative advantage and perceived usefulness gain support from producers; in terms of intention of continued usage, perceived usefulness, sunk cost, uncertain cost, and perceived value gain support from producers.

並列關鍵字

E-government ； continuance intention ； Valued-based Adoption Model (VAM) ； quality agriculture

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