A Study of Utilizing Electronic Interpersonal Communication Technology in Floriculture Agriculture Production and Marketing Groups in Taiwan

Independent variables consist of gender, annual production, education, position within group, personal characteristics, utilization experience, product type, scale, information device quantity, influence of significant others, social support toward computer and exposure to media. It appears that the respondents' awareness toward computer is a little better than what was expected. Though the majority shows fair perception toward electronic interpersonal communication, their extent of understanding or knowledge is obviously insufficient.

The usage of either e-mail or electronic marketing is very rare in this sample. With regard to the attitudes toward electronic interpersonal communication, most of the floriculture farmers exhibit positive attitudes with the exception of joining mailing list and on-line electronic money flow. The findings of regression analysis reveals that flower type, influence of significant others, computer attitude, Computer utilization, cognition toward computer's usability, computer literacy and self-control toward computer tend to have significant effect on the respondents' attitude toward electronic interpersonal communication.