農產運銷資訊系統需求態度之差異分析

A Study of Different Demand Attitudes toward Agricultural Marketing Information System

在規畫發展農產運銷資訊系統之際，瞭解使用者需要的差異性，變得必要而迫切。本文的目的在比較農產運銷資訊系統屬性需求態度的差異性，以為政府規畫有效的農產運銷資訊系統政策之參考。本研究採用11點的語意差異態度尺度為使用者對資訊系統屬性之態度變數，引用多屬性態度模型導演三個多元對數模型，實證定位運銷資訊系統不同使用者之需求態度。實證結果顯示不同運銷階段、不同行情報導角色、不同農產品運銷之使用者，因為對資訊系統屬性之「內容詳盡」、「使用容易」、是否包括「生產資訊」、是否具發展潛力之評價和信念不同，因而對農產運銷資訊系統的需求態度有顯著差異。 For planning and developing agricultural marketing information system, to distinguish demand attitudes toward the information system among users becomes important. In order to provide the effective policy alternatives for the government, the purpose of this paper is to investigate different demand attitudes toward agricultural marketing information system. In the survey, eleven-point semantic differential scales of attitude measurement are used to measure users' attitudes toward agricultural marketing information system. In the empirical analysis, three multinomial logic models are derived from multi-attribute attitude model to position different demand attitudes. The empirical analysis results show that the users at different marketing stages, the different roles of the videotex system of agricultural product marketing reports, and the users to market different agricultural products have significantly different demand attitudes toward agricultural marketing information system. The difference is caused by differences in attitudes toward the completeness and easiness of information system services, the service of production information, and toward the development potentials of information system.

For planning and developing agricultural marketing information system, to distinguish demand attitudes toward the information system among users becomes important. In order to provide the effective policy alternatives for the government, the purpose of this paper is to investigate different demand attitudes toward agricultural marketing information system. In the survey, eleven-point semantic differential scales of attitude measurement are used to measure users' attitudes toward agricultural marketing information system. In the empirical analysis, three multinomial logic models are derived from multi-attribute attitude model to position different demand attitudes. The empirical analysis results show that the users at different marketing stages, the different roles of the videotex system of agricultural product marketing reports, and the users to market different agricultural products have significantly different demand attitudes toward agricultural marketing information system. The difference is caused by differences in attitudes toward the completeness and easiness of information system services, the service of production information, and toward the development potentials of information system.