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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.
Keyword: World Wide Web, Electronic Newspaper, Agricultural Knowledge Information System, Service Quality, Satisfaction
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