The Factors Affecting the Adoption of Internet Marketing of Agribusiness Units

• Main Authors: Tsai, Pei-Jyun, 蔡珮君
• Other Authors: Jeng, Jing-Hwa
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/19733908812706176898

博士 === 國立屏東科技大學 === 資訊管理系所 === 97 === In the recent years, the agriculture administrative sectors actively assist the agribusiness units to make use of the Internet to develop sophisticated agriculture with integrated services so as to enhance the competitive advantage via the network marketing. However, the results were disappointed; most of the agribusiness units didn’t adopt Internet marketing. Why the gap between the expectation and the practical situation was so different? In this study, a literature survey based on Technology Acceptance Model （TAM） and Task-Technology Fit Theory （TTF） was conducted, and seven factors which seem effecting the adoption of Internet marketing were found. These factors include: “recognition of easy use”, “task-technology fitness”, “Internet marketing characteristics of agricultural products”, “recognition of usefulness”, “characteristics of information technology”, “recognition of Internet marketing” and “characteristics of agribusiness units”. A semi-structural review based on these factors followed to develop the survey questionary. After data collection and analysis, nine crucial factors which influence the intent of Internet marketing adoption were found. Five of them have negative effect on the adoption of Internet marketing, including: “The equipment and the employee causing extra cost”, “Not easy to transmit the product specification and the quality”, “Consumers don’t purchase on the Internet”, “Marketing risk” and “Customer base is unstable”. While the other four factors have positive effect, which include: “Enhancing the service level”, “Increasing the sale partnerships”, “Increasing the value added” and “Increasing the understanding of and the response to customers”. Finally, the implication of these factors affecting the agribusiness units Internet marketing adoption was discussed.