农产品产销e - 国立屏东科技大学.docVIP

農產品業者導入電子商務之實證研究(佳佳農會產銷e化為例 An Empirical Study of Implementing E-marketing of Agricultural Products Suppliers: A Case Study in a Farmer’s Association in Pingtung County 黃明祥，梁家國 國立屏東科技大學資訊管理所 mshuang@.tw；m9656015@.tw Ming-Shang Huang Chia-Kuo Liang Department of Information Management, National Pingtung University of Science and Technology mshuang@.tw；m9656015@.tw 摘要 近年來，農產品之網路行銷逐漸成為一個重要研究議題。在導入電子商務中涉及多項因素包括：技術、人力、流程、財務、策略及制度，因此，本研究擬針對農產品e化提出一個整合性分析架構，主要涵蓋對象、功能、作業流程、導入、資源、資訊、系統建置與應用、績效等八個構面。本研究的實際分析對象是國內南部一家農會，探討實施e化階段後所遭遇的問題，本研究發現如下：(1)高階主管的企圖心與積極參與是推動產銷e化之成功關鍵性要素，(2)產銷e化以前周詳規劃對後續的推動工作具有顯著影響，(3)聘請具有豐富經驗之資訊管理專家的協助可以減少錯誤與失敗的機會，(4)不斷追蹤導入的進度才能使產銷e化問題減少，確保導入失敗的機率，(5)使用者積極參與是推動產銷e化之成功關鍵要素。最後，本研究指出研究啟示及未來研究方向。 關鍵字：電子商務、產銷e化、個案研究 Abstract In recent year, e-marketing of agricultural products becomes an important research topic. Many factors including technology, human resource, business process, finance, business strategy and management systems are covered during the process of implementing e-marketing of agricultural products. In order to resolve the issues of implementing e-marketing of agricultural products, we propose an integrated framework with eight dimensions including subject, function, business process, resource, information, system construction, and application. A case study in a Farmer’s Association in Pintung county is conducted to explore the key issues of implementing e-marketing of agricultural products. The findings of this research are shown as follows: (1) management’s ambition and positive participation are the KSF of implementing e-marketing of agricultural products, (2) comprehensive planning has significant impacts on the performance of e-marketing, (3) involvements of experts of e-marketing can dramatically reduce the occurrences of failures of e-marketing, (4) continuously monitor the progress of implementing e-marketing contributes the reduction of failures of e-marketing, and (5) user involvements are the KSF of implementing e-marketing. F