Content Analysis of Farmers’ Association Websites in Taiwan

• Main Authors: Sin-Ying Tseng, 曾心穎
• Other Authors: Mu-Lan Hsu
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/07163094052298333920

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 97 === Farmers’ Associations (FA) are the oldest and most important intermediatesbetween farmers and the government and assist the government to promote agricultural policies and greatly to contribute to the growth of the gricultural industry and the well-being of farmers. Present studies on Taiwan’s agricultural industry aren’t plentiful. Little work has been done on discussing the extent to FA digitalization and websites. Therefore, the aims of this paper are to provide relevant and useful data from researching FA websites. Based on previous research, this study uses content analysis to evaluate 303 Farmers’ Associations (FA) websites in Taiwan. In light of the concerns, the study has two purposes and they are as follows: (a) Evaluate the web functions of FA websites in Taiwan and discuss the current situation of FA websites in Taiwan. (b) Analyze and compare the current status of FA website content. The results of the study lead to three propositions: First, the more abundant the content of the FA website, the closer it connects consumer demands. Second, the more business activities FA websites involve, the more functions they provide. Third, the more marketing strategies FA websites employ, the closer the website is to realizing the key success factors for growth in the agricultural industry. Furthermore,the limitations and academic and practical suggestions are clarified at the end of the study.