A study!og Attitudes and Behavioral Intention toward Computer among Members of Floriculture Production ane Marketing Associations in Middle Taiwan

• Main Authors: Wang, Kai-Hung, 王凱弘
• Other Authors: Tung Shih-jui
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/73508584154966634830

碩士 === 國立中興大學 === 農業推廣教育研究所 === 86 === This study is to explore the set-up and application of the computer equipment within the Floriculture Production and Marketing Associations in Middle Taiwan.The members’attitudes toward fee for service is undertaken as well. In addition, the study examines the factors associated with the members’computer attitude and behavioral intention. There were 277 respondents in the sample. On the basis of description analysis, factor analysis, difference analysis and path analysis, the findings are as follows: 1.Presently, about 30% of the associations and 50% of their members have computer equipment. The majority of them report frequent usage and believe itto be useful. This was especially true with regard to accessing marketing information, processing documents, keeping accounting records, and use of the Internet. 2.About 40% of the associations and 30% of their members tend to buy the computer equipment in case of 100% funding. However, most members believed a sum of NT 50,000 dollars or less would fit their budget. Likewise, about one third of the associations and members expect Internet usage to be entirely funded by government. The rate of 35 dollars per hour is a reasonable amount for the majority. 3.Four factors are extracted from the computer attitude scale. They are computer confidence, computer literacy, computer anxiety and computer use. The following factors were found to affect the attitudes of the members: age, gender, education, computer experience, media contacting, subjective norm and perceived behavioral control. 4.The factors which affect the members’behavioral intenti on toward usage are age, gender, education, computer experience, media contacting, subjective norm, perceived behavioral control and computer confidence. These variables are affected indirectly by subjective norm, perceived behavioral control and computer confidence. 5.The members’perceived behavioral control tends to be low, whereas their subjective norm tends to be strong, and their attitude towards the computer tends to be positive. The members also held a positive attitude toward computer use, computer anxiety and computer confidence. The explanation in the sample is composed of younger and higher educated members. A low level of computer literacy due to lack of experience is also found. About 90% would like to apply the computer to floriculture management and abou40% plan to take action within two years after all.