| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 104 === In recent years, the government adopted subsidy policy to enhance the willingness of farmers to invest in the Protected Culture. The effective environmental control would improve the stability of agricultural products on its yield and quality. However, information search cost and product switch cost might affect farmers’ decisions to invest Protected Culture. This study will explore decision criteria of investing Protected Culture and the attitudes of farmers toward Protected Culture.
We constructed the research framework on the basis of 4C strategic marketing concepts and opinions from experts. Before distributing the questionnaires to the respondents, the questionnaire is reviewed by several experts to confirm its validity. The total number of the questionnaire distributed is 33, but only 26 surveys meet the consistency ratio.
The research results showed "word of mouth" is not relatively important to farmers. But to manufacturer, "word of mouth" is relatively important to the other criteria. It might lead to ineffective or even anti-functional phenomena. According to the research results, we also recommended that manufacturers emphasize their abilities to re- construct the Protected Culture after damaged because farmers pay more attention to this. While a little difference in agricultural material, the expectations for new vendors not only need to consider for future performances, such as providing more robust, breathable materials, but also ponder how to construct a further complete Disaster Maintenance.
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