行政院農業委員會台南區農業改良場   研究彙報第58號

 

臺南區農業改良場出版品訂購網推廣效益評估

黃惠琳

摘  要

  黃惠琳•2011•臺南區農業改良場出版品訂購網推廣效益評估。臺南區農業改良場研究彙報58:50∼64。

  臺南區農業改良場於94年完成出版品訂購網之建置,營運迄今已逾6年,為了瞭解消費者對本場出版品訂購網的使用狀況及滿意程度,乃針對歷年曾在訂購網購書者進行問卷調查,並對6年來的營運績效進行統計與檢討,以作為日後改進之參考。調查資料顯示,大部分受訪者是在逛主網站時連結得知本場「出版品訂購網」(64.9%),瀏覽次數以2∼5次者最多(42.3%)。瀏覽訂購網主要目的是購書(45.2%)或在網站上直接閱讀出版品內容(36.6%)。購買本場出版品的原因主要為“內容豐富正確”(82.8%)。會在訂購網線上購書,主因為“不知道哪裡有門市可以買到書”(59.1%),其次是“住家離本場或政府出版品門市太遠,不方便現場購書”(50.5%)。購書金額以200-500元最多(36.2%)。日後可能會購買或希望購買的農業知識類別,栽培管理技術為首選(88.5%),其次是病蟲害防治(74.2%)及土壤與肥料管理(70.6%)。超過98%的受訪者表示日後會或可能會利用本訂購網購書,顯示網友對本網站接受度很高。“書刊內容簡介”的滿意度評分最高,其餘項目也多在滿意以上。本網站6來的訂單數有1,169筆,營收金額為397,600元。其他的非經濟效益則包括:(1)建立消費者使用者付費觀念,愛惜政府資源。(2)出版品流通可加速本場農業研發技術的推廣與宣導,提升農民生產效益。(3)網站提供24小時訂購與瀏覽服務,可提升政府服務效能與為民服務品質。

關鍵詞:政府出版品、網際網路、線上訂購、推廣效益
接受日期:2012年1月20日


Evaluation on Extension Efficiency of On-line Publications Ordering
 Website of Tainan DARES

Huang, H. L.

Abstract

  The on-line purchasing website for the publications of Tainan District Agricultural Research and Extension Station (DARDS) has been established since 2005. In order to realize the behavior and satisfaction of the users on this website, a survey to those who has bought book from this website is conducted. The result shows 64.9% users knew this website when visiting the www website of the station. The top visiting frequency is 2-5 times (42.3%). The purpose of visiting is to buy books (45.2%) and browsing the content of books (36.6%). The reasons of buying book are “don’t know where to buy the book”(59.1%) and “too far to buy the book” (50.5%). The top rank payment range for each purchasing is $200- 500 NT (36.2%). The books they will buy in the future are production & management (88.5%), pest & disease control (74.2%) and soil & fertilizer management (70.6%). 98% visitors are willing to use this website to buy our publications. “Book information and content” ranks the highest satisfaction. The rest items also received “good” remarks. This website receives 1143 orders in 6 years, and the total revenue is $391,760 NT. The other non-economical benefits include: the establishment of user’s paying concept to government publication, the extension of agricultural technical results from the station, and the enhancement of service function by our station.

Key words: Government publication, Internet, On-line purchasing, Extension Efficiency
Accepted for publication: January 20, 2012


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