農業電子報網站服務品質之研究－農業試驗所農業電子報網站之分析

楊舜臣; Shen-Chen Yang

農業電子報網站服務品質之研究－農業試驗所農業電子報網站之分析

Other Title

A Study of Service Quality Perception of the Agricultural Electronic Newspaper — An Analysis of TARI’s Agricultural Electronic Newspaper’s Website

Journal

國立中興大學農業推廣教育研究所碩士論文

Pages

1-88

Date Issued

2000

Date

2000

Author(s)

楊舜臣

Shen-Chen Yang

URI

https://scholars.tari.gov.tw/handle/123456789/15071

https://hdl.handle.net/11296/32e649

Abstract

隨著全球資訊網的發展，電子媒體的盛行，帶動了一波資訊傳播的變革，改變了以往以紙張等平面媒體為傳播的形式，創造了影音兼具資料蒐集，即時性、主動性、全球性的新興媒體－電子報、電子期刊。農業產業長久以來一直處於弱勢的一環，其農業知識之傳播依循農業知識資訊體系之脈絡，仍屬被動傳播之情境，傳播仍侷限於人際傳播、平面媒體傳播等媒介，對於即時獲取農業資訊以提高農業生產競爭力之農業經營者而言，仍感不足。是以，本研究有鑑於全球資訊網傳播之特性，及電子報主動傳播之優點，加上國內目前仍無一完備之農業電子報網站，經參酌電子報之相關文獻，架設農業子報網站，以提供農業資訊傳播之新管道。農業電子報網站主要的工作在於提供農業資訊服務，而服務品質之良窳與否將會影影響使用者再次造訪之意願。本研究雖以公部門之角色建構網站，然有鑑於長久以來公部門設立之網站很少有人進行考評，加上對於農業電子報網站之考評研究更少，是以，本研究蒐集相關文獻整理出農業電子報網站服務品質構面，其整合了傳統服務品質、系統品質及資訊品質三大構面，發展出相對應之問項，並經由受訪者之填答，以因素分析方法萃取出影響農業電子報資訊服務品質之構面因素，並以使用者滿意度實證農業電子報網站之資訊服務品質。本研究之結果顯示瀏覽農業電子報網站之農業生產者，以農村青年為主，具豐富之網路瀏覽經驗，會因工作需要而瀏覽本網站。在農業電子報網站資訊服務品質構面上，共萃取出系統服務、使用者介面、充足與支援性、資訊品質、互動性、正確與即時性等六個構面，及23道題目的量表，並經由結構方程式驗證了農業電子報網站資訊服務認知品質與使用者滿意度及瀏覽後行為有正向相關，使用者滿意度與瀏覽後行為有正向相關的關係。就整體滿意度而言，瀏覽者對於農業電子報網站之滿意度頗高，對於農業電子報網站之經營有鼓舞之效；此外，根據資訊服務認知品質構面間之差異，亦可做為網站經營者未來改進之參考。 Due to the boom of World Wide Web (WWW), this new wave of information communication revolution prevails over the conventional media (such as papers and magazines). It creates new media such as Electronic Newspaper and Electronic Journal, which contains images, sounds, animations and databases, of those possess the features of immediate updating, being actively, and globalization. Agricultural business is always not predominant but fragile industry in the long past. One of the causes is the spread of agricultural information is still restrained on oral and conventional communication tools. It caused the deficiency to get the agricultural real time information for the agricultural business managers to enhance their farm productivity. As Agricultural Electronic Newspaper website is rare in Taiwan, this research tends to study the relevant literature and integrate the traits of WWW and establish an Agricultural Electronic Newspaper website to provide a new channel of agricultural information communication. To provide agricultural information service is the major function of Agricultural Electronic Newspaper, and the service quality will affect user’s willing to revisit the website. The websites constructed by government used to have scarce evaluation on it, neither does Agricultural Electronic Newspaper. Therefore, this study refers to literature to build up the evaluating dimensions of Agricultural Electronic Newspaper’s information service quality. It’s integrated with traditional service quality, system quality and information quality to develop questionnaire. Electronic survey is employed, and the data were extracted by factor analysis into the dimensions of Agricultural Electronic Newspaper’s information service quality, which was identified by users’ satisfaction. The result of this research shows the rural youth are the major population of agricultural producer web surfers who have abundant browsing experience for their professional requirement. The information service quality dimensions of this Agriculture Electronic Paper website extracted including system service, user interface, sufficiency and support, information quality, interactivity, correct and immediacy totally. The scales contain 23 questions. Besides, information service quality perception of Agriculture Electronic Paper website presents positive relationship with user satisfaction and behavior after browsing by means of structural Equation Modeling method. User satisfaction exhibits positive relationship with behavior after browsing as well. On the whole, the respondents show high satisfaction toward the Agriculture Electronic Paper website, that encourages the managers of this kind of webs. In addition, the differences among the six evaluating dimensions of information service quality perception also could be the reference for the website manager’s further operation.

Subjects

全球資訊網

電子報

農業知識資訊體系

服務品質

滿意度

World Wide Web

Electronic Newspaper

Agricultural Knowledge Information System

Service Quality

Satisfaction

Publisher

國立中興大學

Type

thesis

File(s)

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