Exploring the Influence Factors of Willingness to Adopt Small-scale Farmers e-Commerce Platform

• Main Authors: Yang, Sung-Wen, 楊淞文
• Other Authors: Chang, Yin-Yih
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2nhzag

碩士 === 輔仁大學 === 資訊管理學系碩士在職專班 === 107 === With the development of the Internet, the growing popularity of mobile devices, and the increasing diversification of logistics services and payment methods, traditional agriculture needs to transform to keep up with the trend.In this study, we transmitted online questionnaire to collect our data. By analyzing the 266 valid questionnaires, we found that the function of the website platform, the quality of agricultural products and the reputation of farmers have a positive and significant impact on attitudes, and attitudes also positively affect the willingness to adopt. Regarding the function of the website platform, the respondents most valued that “the website should protect my personal information and purchase data privacy”. About the quality of agricultural products, the respondents are most concerned about the “label of products’ expiration”. Besides, the respondents consider that “the evaluation of the Internet or relatives and friends helps me to choose a better product” about the farmer reputation. In the attitude part, the respondents think, “the product with certification or traceability gives me a feeling of peace of mind and reliability”. Furthermore, respondents believe that “When I want to buy agricultural products, I prefer to buy organic or traceable agricultural products relative to agricultural products without certification or traceability.”