農業知識非營利網站的使用意願

因應氣候變遷、糧食危機與科技應用，農業發展已成為普世價值。而對一般民眾而言，食物營養、飲食安全、農村休閒、地方再生等議題的興起，農業相關知能也日受重視。現代知識服務類型眾多，卻少有以現代農業知能為交流內容的非營利網站。有鑑於此，本研究探討非營利農業知識網站之使用意願，並分析該意願會因使用者不同背景所產生的差異。本研究以MBAtalk網站的使用者為研究對象，共回收420份有效樣本。研究結果顯示，「知覺價值」可分為：「附加」、「新知」、「情感」、「功能」，和「社會」五種價值；「信任感」可分為：「能力」、「關懷」，和「正直」三類信任感；「使用經驗」分為：「資訊實用性」和「人脈有用性」；「共享願景」與「使用意願」在本研究中皆為單一構面之變項。本研究發現，影響MBAtalk使用意願的強弱因素依序為：新知價值、關懷信任感、共享願景，和社會價值。本研究結果亦顯示，務農使用者對MBAtalk的使用意願高於未從農使用者。對從農使用者來講，關懷信任感與功能價值影響使用意願最鉅；對非從農使用者而言，新知價值、共享願景、社會價值與關懷信任感會有顯著影響。

關鍵字

共享願景；使用意願；知覺價值；信任感；農業非營利網站

並列摘要

In the face of climate change and food crises, agricultural development is of universal value. For the general public, with the growing problems associated with nutrition, dietary safety, rural leisure, and local renaissance, agriculture-related knowledge has received increasing attention. Despite the availability of a diverse range of knowledge services, few nonprofit websites provide modern agricultural knowledge. Accordingly, this study analyzed the factors, including demographic characteristics, associated with the intention to use a nonprofit website to obtain agricultural knowledge. Data from 420 users of the website MBAtalk were analyzed. The results revealed that the concept of perceived value could be distinguished into conditional, epistemic, emotional, functional, and social value. The concept of trust could be distinguished into perceived ability, benevolence, and integrity. The concept of use experience could be divided into informational utility and personal network related utility. Both shared vision and intention to use were unidimensional variables. The results revealed that the factors positively influencing the intention to use MBAtalk, from the most to least important, were epistemic value, trust in its benevolence, shared vision, and social value. The results also demonstrated that the intention to use MBAtalk was higher if the user was involved in agriculture. For users involved in agriculture, trust in the website's benevolence and functional value most strongly affected their use intention; for users not involved in agriculture, epistemic value, shared vision, social value, and trust in the website's benevolence most substantially affected their use intention.

並列關鍵字

shared vision ； intention to use ； perceived value ； trust ； agricultural nonprofit websites

參考文獻

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