近代知识份子自我形象的转变-国立宜兰大学.docVIP

人文及管理學報 第一期 2004年4月 頁 ~ 宜蘭大學人文及管理學院 消費者對有機農產品電子商務之接受程度 黃璋如 國立宜蘭大學經濟學系教授 石靜芬 國立宜蘭大學經濟學系研究助理 摘　要 本研究主要的目的是探討影響網路消費者使用電子商務購買有機農產品之意願與行為的因素，並進而瞭解推行有機農產品電子商務之可行性及發展方向。 科技接受模型 作者感謝本校經濟系副教授林豐政博士對本研究所提供之協助與建議，並感謝本系朱梅湘、林姿吟、林麗雪、許橋芝、鄭雨青及蘇美棻等同學參與問卷調查及資料整理之工作。 Consumers’ Acceptance of Electronic Commerce of Organic Agricultural Products Chang-Ju Huang-Tzeng Professor, Department of Economics, National Ilan University Ching-Fen Shih Research Assistant, Department of Economics, National Ilan University Abstract The purpose of this research is to study the causalities, which influence the internet-users to accept electronic commerce (EC) of organic agricultural products. Furthermore, it also intends to gain understanding of the validity as strategies and future development of EC for organic products. Referring to the concept of Technology Acceptance Model, which is developed to research the acceptance of information technology by people, the hypotheses in this paper are: (1) the perceived ease of use, the perceived usefulness and the belief of organic agricultural products are determinants of behavioral intention to use, (2) behavioral intention to use is the causality of the actual usage, and (3) the perceived ease of use affects the perceived usefulness. By use of Path Analysis, the hypotheses above are statistically proved to be valid. The result of the research shows that it is not the respondents’ belief to organic agricultural products, but the perceived ease of use is the most important factor affecting the intention and usage of EC for organic agricultural products. In addition, more than 10% out of two groups of respondents, who are the personnel (accessible internet-user) of educational institutions and the subscribers (organic agriculture supporters) of Internet newsletters from organic agriculture information center, agreed that the EC is the ideal way to buy organic products. It is