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A study!og Attitudes and Behavioral Intention toward Computer among Members of Floriculture Production ane Marketing Associations in Middle Taiwan
|關鍵字:||電腦態度;attitude toward computer;行為意向;花卉產銷班;態度與行為;創新傳播理論;cehavioral intention;Floriculture Production and Marketing Association;attitude and behavior;Theory of innovation adoption||出版社:||農業推廣教育研究所||摘要:||
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
|Appears in Collections:||生物產業管理學系|
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