本研究目的主要是依農產品特性探討網路行銷可行性並以古坑鄉農會為例。問卷樣本共製作300份，回收樣本為276份，回收率92％，扣除填答不完整資料漏失及未曾上網計43份，實際有效問卷有233份，有效回收率77.66％。問卷結果進行網路行銷以女性所佔比例最多（71.4％），年齡層介於35~44歲之間（占29％）。除此之外，受訪者教育程度有82.2％為較高的教育程度，並以服務業佔24.6％，購買頻率為每個月ㄧ次居多（29.7％）且每次消費金額為1000~1500元為主。 本研究為確實了解目前農民之行銷模式透過SWOT分析古坑鄉農會發展現有農產品行銷現況，並根據現有鄉內農產品特性，探討目前銷售方法尋找古坑鄉農特產品如：竹筍、柳丁、咖啡、葡萄柚、芭樂等適合的電子商務銷售模式，建構網路行銷模式。 The purpose of this study, we analyzed the internet marketing by the characteristics of agricultural products using Gukeng Township Association in Taiwan as an example. A questionnaire answered by 300 interviewees, and 276 copies were returned. Deducted incomplete data and non-internet users of 43 copies, the recovery ratio of effective questionnaire is 77.66%. The female population is the major access objects (71.4%) and the age bracket is ranging from 35 to 44 years old (29%). Besides, 82.2% of interviewers are higher education and the occupation is service industry (24.6%). The frequency of internet shopping is about once a month (29.7%) and amount of consumption on the internet is 1000~1500 NT. dollars. We performed SWOT and cross correlation analysis to investigate the potential of E-commerce of Gukeng special agricultural products. Conclusively, oranges, guavas, grape fruits and coffee beans are the most adequate products for internet merchandising.
