以延伸式科技接受模型探究農企業資訊系統的購買意願

Abstract

農業是各國重要的基礎產業，在當代發展脈絡下也面臨資訊化轉型的挑戰。本論文以任務科技適配（TTF）和延伸式科技接受模式（eTAM）為理論基礎，旨在探索企業資訊系統於農業場域的調整，調查國內農企業資訊系統的應用現況，並分析農企業主對系統功能需求與購買意願。文獻探討包含有：農業科技發展、農企業資訊系統與TTF、資訊系統購置需求與意願，以及eTAM。本研究以農企業主及其高階主管為訪談和調查對象，採取質性與量化合併的混合研究方法。 與12名農企業主進行的深度訪談結果得知，農業生產管理系統涵蓋：場域影像監控、生產環境參數監測、生產端資源規劃、設備管理、品質管理等功能。行銷管理系統有：電子商務平台、POS、銷售資源規劃、顧客服務管理等功能。人力資源管理系統包含人力資源發展與管理兩項功能。研發管理系統包括：研究管理、供應鏈管理、新產品研發管理、實驗室管理等功能。而財務管理系統包括財務資源規劃與記帳管理等功能。量化調查取得376名有效樣本，統計分析結果得知：目前農企業已導入的企業資訊系統，以產銷ERP功能為主，研發管理功能為輔；農企業主自認為最需要的是行銷管理與生產管理資訊系統；而組織支持、產品價格與知覺有用性，則是影響農企業資訊系統購買意願最關鍵的三大因素。此外，粗放農作和畜牧水產兩類農企業對資訊系統的購買意願顯著高於集約農作者；而企業規模營業額大於3,000萬以上的農企業主對於系統購買意願會更高。 據此，本研究建議透過農企業、資訊系統業者與農政機關三方的共同努力，來促進農業資訊化的發展和進程，並期待農業朝向智慧化與永續化的大幅邁進，進一步提升整體農業的經營成效與未來發展潛力。跨入農業相關科系，對我而言是一段全然嶄新的旅程。

Agriculture is an essential primary industry currently facing the challenge of digital transformation. Using task-technology fit (TTF) theory and the extended technology acceptance model (eTAM), this study explored the current implementation, functional requirements, and purchase intentions regarding enterprise information systems in domestic agribusiness. The study reviewed the literature on agricultural technology development, applications of TTF and the eTAM in agribusiness systems, and factors influencing system needs and purchase intentions. The study employed a mixed-methods research design, interviewing and surveying agribusiness owners and senior executives. In-depth interviews with 12 agribusiness owners revealed that agricultural production management systems are primarily used to perform functions such as field and environment monitoring, resource planning, and equipment and quality management. Marketing management systems integrate e-commerce capabilities, point-of-sale operations, sales resource planning, and customer service. Human resource management systems are primarily employed for human resource development and management. Research and development management systems are primarily used for research activities, supply chain coordination, and laboratory management. Finally, financial management systems combine resource planning and accounting management. A total of 376 valid survey responses were analyzed. The findings indicate that agribusinesses primarily implement enterprise information systems for production, sales, and enterprise resource planning functions, with research and development as a secondary focus. Agribusiness owners identified marketing and production management systems as their greatest needs, with organizational support, product price, and perceived usefulness serving as the three most critical factors influencing purchase intentions. Additionally, purchase intentions were significantly higher among agribusinesses involved in extensive farming, livestock, or aquaculture, particularly among those with a turnover exceeding NT$30 million. Consequently, this study recommends that agribusinesses, information system providers, and agricultural authorities collaborate to promote digital integration, driving the industry toward intelligence, sustainability, and enhanced operational efficiency.