| Summary: | 碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 100 === The advancement of technology is changing people's living way and the rapid development of internet makes e-commerce to become a competitive market. To research the operators with e-commerce using willingness in flower industry, This study used the Theory of Reasoned Action, Work and technology with the model, Technology Acceptance Model, E-commerce and Flower industry’s e-commerce in this study.
This study also adopted the theory of reasoned action and technology acceptance model to be the basic theory of researching the operators with e-commerce using willingness in flower industry. To understand the flower industry on the acceptance of e-commerce, This study used the questionnaire survey to reach this target .Based on the previous technology acceptance model; it provides a reasonable explanation and inference to the acceptance of information systems of computer end-users. So this study used the Technology Acceptance Model to be the main structure and explore the flower industry acceptance of e-commerce. The study found that respondents who use e-commerce on flower production and marketing have the medium to high acceptance. It indicated that e-commerce has a high feasibility in behavioral aspects. Davis et al.(2000) study found that "Perceived usefulness", "Ease of understanding" and "Use of attitude" have positive impacts to the using intentions. And we should enhance the promotion of e-commerce and let flower production and marketing operators think that it is useful. Then the positive attitude could be formed and it also contributes to improve the using willingness. In additional, we also have to strengthen the confidence of this idea to these operators. After all, it is not easy to add the new trading habits to them. And the benefits of e-commerce can fully come out by using it in a period of time.
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