農民使用電子商務銷售農產品之影響因素分析

林秀怡

doi:10.6342/NTU201601468

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农民使用电子商务销售农产品之影响因素分析

Factors Affecting Farmers’ use of E-Commerce in Agricultural Marketing

林秀怡 , 硕士　　导师：陈郁蕙　　共同指导教授：孙立群

繁体中文 DOI： 10.6342/NTU201601468

生鲜电商；电子商务；农产品网路行销；销售模式；农业创新； fresh food ； E-Commerce ； internet marketing of agricultural product ； sales model ； agricultural innovation

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摘要 │ 参考文献 (51) │ 被引用文献 (1) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

Since the Internet has become a modern-day necessity, all sorts of e-commerce, from cell phone computer to other vehicles, changes people's way of life but also disrupts many traditional business channels. Agriculture industry is no exception. E-commerce platforms selling fresh produce are booming in recent years, transforming the traditional production and marketing channel in agriculture. In this context, this study aims to explore farmers’ strategies to form a portfolio of produce selling channels, on the premise of maximum expected profit; especially when the e-commerce platform for farmers appears, how it affects farmers’ portfolio is the main topic of this study.
Looking through related domestic researches, we could discover that they mainly focus on the relationship between consumers and the e-commerce platform, few of them concentrating on the interaction between farmers and the e-commerce platform. However, this study suggests that the “productivity” of the e-commerce platform, its functionality to seek for diverse products and cooperation with farmers, is one of the key elements to gain business advantage. Therefore, this study combs through documents and market researches, from farmers’ point of view, tries to understand the e-commerce supply chain in depth, examines the relationship between farmers and the e-commerce platform, and finds out how to encourage farmers to make good use of it, in the hope that the study could provide feedback and advice for the e-commerce platform, making it more competitive while maintaining good relationship with produce suppliers. 
This research investigates case studies at home and abroad, analyzed successful business models of the e-commerce platform and also interviewed 158 active local farmers in person. The result shows that 50% of the interviewees sells produce online, among them over 80% chooses Facebook as the platform to interact with customers. By using Binary Logistic Regression, the study shows that farmers’ decision to make online sales is apparently affected by their education level, farmland’s location and cultivated area, and whether they have the certification. A farmer with higher education and produce certification, who lives in a remote farm with larger arable land, shows higher tendency to conduct online business. About 30% of the interviewees had cooperation with local e-commerce platforms, mainly because the latter approached the former, while farmers do want to increase their product visibility and marketing ability. The emerging of the e-commerce platform helps to raise farmers’ income indeed. However, farmers do raise three issues that damp their willingness to cooperate with the e-commerce platform: high logistics cost, lots of manpower needed for packaging on their own, and high commission demanded by the e-commerce platform.

参考文献 ( 51 ) 〈TOP〉

李宗儒，黄丹青，顾婉瀛，2011，蔬果於电子商务销售模式之探讨，J. Agri. & Fore. 第60卷第4期，页263-274。
连结：
李宗儒，钟秀欣，刘曼贞，陈麒文，2005，以消费者的观点来进行农产品网路商店功能之分析，电子商务学报，第七卷第三期，页215-238。
连结：
李登辉，1980，台湾农业发展的经济分析，台北：联经。
连结：
林子靖，2011，消费者虚实通路选择决定因素与消费行为之研究-以农产品为例，国立中兴大学应用经济学系所硕士论文。
连结：
柯曼慈，2004年，网路销售模式之建立－以某冷冻食品厂商为例，台湾大学会计学研究所硕士学位論文。
连结：

被引用文献 (1) 〈TOP〉

李宜安(2017)。农产品网路平台经营策略之分析-以S个案公司为例。国立台湾大学农业经济学系学位论文。2017。1-38。

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