- 學位論文
農民數位資訊需求與取得行為之研究
An Investigation of Farmers’ Needs and Application of Digital Information
摘要
由於臺灣的農業人口老化，導致農民的整體上網率不僅偏低，也使得農業與其他行業工作者之間存在明顯的數位落差。然而，隨著農業知識數位化，資通訊科技大量運用在農業生產、管理與運銷過程中，各類農民的數位使用行為、數位資訊需求的差異更需要被關注。因此，本研究參照數位落差與農業創新傳佈的理論觀點，結合量性與質性研究方法，除了整體呈現臺灣農民的數位資訊接觸與使用現況，也將針對產銷數位化程度較高的農業類別，深入瞭解從業者對於各類數位資訊的需求、獲取的方式與管道。量性分析使用的資料來自國發會「106年農民數位機會現況與需求調查」，分析結果顯示58%的農民曾上網。在有上網的農民中，49%會透過網路取得農業相關資訊，深入檢視則發現年輕、具有專科以上教育程度、農業收入較高、生產蔬果花卉的農民會更廣泛地搜尋並使用與農業生產技術、管理銷售有關的數位資訊。因此，質性研究的對象選自數位化程度較高的花卉產業，深度訪談結果顯示，農場主與花農都重視與花卉生產有關之技術、品種和病蟲害防治資訊，也會關注市場行情與農情報告。由於花卉產業具有內外銷、產業鏈分工明確的特性，因而會影響農場主與花農獲取數位資訊的管道與類型。以外銷為主的蘭花農民，對品種和國際市場資訊有較高需求，除了主動蒐集相關的數位資訊，也能透過蘭協等組織獲取重要訊息。對於生產其他外銷花卉的農民而言，則主要依賴產銷體系中扮演關鍵角色的貿易商提供生產端或市場端的重要資訊。至於以國內市場為主的花農，則會依其生產經營方向與規模接觸相關資訊，個人的主動性與資訊接觸的廣度與深度有關。數位發展的結果，除了提供農民有效獲取創新知識與技能的管道，也促成農民與同業間形成訊息分享與互助的社群網絡，兩者皆有助農民解決問題並增進農務工作的效率。
並列摘要
Due to aging workforce in the agricultural sector, the Internet penetration rate of Taiwanese farmers is lower and the digital divide has existed between farming and non-farm employment for decades. However, there is limited research focusing on the intra-agricultural digital divide in Taiwan. Guided by the viewpoints of digital divide and the diffusion of innovations theory, the thesis aims to explore when, how and why farmers access relevant digitized agricultural information. Drawn from the 2017 Farmers’ Digital Opportunity Survey, the data showed that 58% of farmers were users of the Internet. Among them, 49% ever searched online agricultural-related information. The results derived from the multivariate analysis indicated that young, educated, higher-paid, and vegetable/fruit/flower farmers were more likely to search for diverse digital information. According to the qualitative results, while flower farmers in general endorsed the importance of digital information required for production as well as marketing, they did approach these online resources through a variety of channels and platforms. For export-oriented orchid producers, they have higher demand for information related to orchid varieties and the global market. In addition to collecting information by themselves, they also received update information through professional organizations such as the Orchid Association. For farmers who produce other flowers for global market, they mainly rely on traders who play a key role in the production and marketing system to provide important production and market information. As for flower farmers who mainly focus on the domestic market, they will contact relevant information according to the direction and scale of their production and operation. Individual initiative is related to the breadth and depth of information contact. The use and promotion of the ICTs leads to the establishment of effective information exchange channels, which play a positive role in guiding farmers to make correct market choices and thus maximize agricultural production profits.
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