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研究生:王凱弘
研究生(外文):Wang, Kai-Hung
論文名稱:中部花卉產銷班員電腦態度與使用行為意向之研究
論文名稱(外文):A study!og Attitudes and Behavioral Intention toward Computer among Members of Floriculture Production ane Marketing Associations in Middle Taiwan
指導教授:董時叡董時叡引用關係
指導教授(外文):Tung Shih-jui,
學位類別:碩士
校院名稱:國立中興大學
系所名稱:農業推廣教育研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:1998
畢業學年度:86
語文別:中文
論文頁數:90
中文關鍵詞:電腦態度行為意向花卉產銷班態度與行為創新傳播理論
外文關鍵詞:attitude toward computercehavioral intentionFloriculture Production and Marketing Associationattitude and behaviorTheory of innovation adoption
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本研究主要目的在了解中部花卉產銷班及班員電腦設置、使用情形及其
對使用者付費的看法,並探討影響班員電腦態度與使用行為意向之因素。
訪談所得有效資料共 277份,經描述性分析、因素分析、差異性分析及路
徑分析後,得到以下研究結果: 1.目前約有三成與五成
的花卉班與班員有電腦設備,而且大部份的班都有充分使用。有使用過電
腦者大多認為有幫助,尤其是在獲取市場行情資訊、帳務與文書處理以及
網路的應用方面。 2.約有四成與三成的花卉班及班員認為需全額補助才
肯購置電腦,而大多認為五萬元以下較合理;分別有三分之一的班及班員
認為需全額補助才肯使用網際網路,而大多認為使用費在每小時35元以下
較為合理。 3.電腦態度量表經因素分析,共萃取出電
腦信心、電腦操作能力、電腦焦慮及電腦有用性等四個因素。而影響班員
電腦態度的因素有年齡、性別、教育年數、媒介接觸、電腦使用經驗、家
中有無電腦、主觀規範及行為控制認知等。 4.影響班員電
腦使用行為意向的因素有年齡、性別、教育年數、媒介接觸、電腦使用經
驗、家中有無電腦、主觀規範、行為控制認知及電腦信心。這些變項主要
是經由主觀規範、行為控制認知及電腦信心間接影響。 5.班員電
腦使用行為控制認知偏弱,主觀規範則較強,電腦態度傾向微正向。在電
腦有用性、電腦焦慮及電腦信心有較正面的表現,原因是班員較年輕且教
育程度較高;而電腦操作能力表現較差,原因是缺乏時間接觸學習所致。
有近九成的班員願意應用電腦於花卉經營管理上,約四成的班員會在近二
年內付諸行動。
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.
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