臉書使用與其相關議題之關切、學習與群體感之關係-以有機農耕幸福學習園地為例

Abstract

本研究為在一個討論有機農耕的臉書社團-「有機農耕幸福學習園地交流平台」中，藉由研究者所自行設計的問卷來探討成員對「有機農業」的關切程度，以了解社群平台在推展有機農業理念傳達的可能效益。 經由回收213份問卷進行量化分析，可發現此社團是由對有機農業感興趣的人所組成，問卷共計有五類主題，分別為有機認證、耕作技巧、成果心得、買賣農產品、買賣農機具，探討網站上的訊息及社團成員的參與行為。 根據統計，社團裡的成員大多為男性占約56%，年齡族群落在21至50歲間，在從事有機農業耕作之經驗上相對較少。成員加入社團的動機，有過半數的人是對有機農業感到興趣的，成員的參與意圖以獲得有機驗證的知識、有機耕作的經驗交流及有機農作成果分享為主。 成員頗關切有機種植成果心得的分享，也關切有機耕作的技巧。受訪者感受社團平台上的群體感，以有機理念認同的成員讓我感覺不孤單分及成員對有機有濃厚興趣分數最高，結交志同道合的人偏低。從研究結果發現參與意圖高的受訪者，他們的有機關切程度、學習、群體感皆較高。可見得平台是有助益於學習的，未來可以提升平台的經營。 根據研究結果，未來平台管理者可以多鼓勵其他瀏覽者能積極地發表言論，或是具有農耕經驗的成員可以透過參與直播或者影片方式討論相關議題，來貢獻社群的活躍度，促進沈默瀏覽者的參與，也能提升社團成員的群體感。

The purpose of this research is using a questionnaire designed by the researcher to explore members’ concerns about “organic agriculture” in a Facebook community that discusses organic farming- "Organic Farming Happy Learning Garden Communication Platform" to understand the community platform of promoting the concept of organic agriculture. After collecting 213 questionnaires for quantitative analysis, it can be found that this community is composed of people interested in organic agriculture. The questionnaires have a total of five themes, namely organic certification, farming skills, results and experiences, buying and selling agricultural products, and buying and selling agricultural machinery. To investigate participation of members of the society on the website. According to statistics, most of the members of the association are men, accounting for about 56%. The age group is between 21 and 50 years old, and they have relatively little experience in organic farming. The motivation of members to join the club is that more than half of them are interested in organic agriculture, and the members’ intention to participate is mainly to obtain knowledge of organic verification, exchange of experience in organic farming, and sharing of organic farming results. Members are very concerned about the sharing of the fruits of organic farming and the techniques of organic farming. Respondents feel the sense of group on the community platform. The members who identify with the concept of organic make me feel that I am not lonely and the members have a strong interest in organic. The score is the highest, and the scores for making like-minded people are low. According to the research results, respondents with high participation intentions have higher levels of organic concern, learning, and sense of community. It can be seen that the platform is conducive to learning, and the operation of the platform can be improved in the future. According to the research results, in the future, platform managers can encourage other viewers to actively express their opinions, or members with farming experience can participate in live broadcasts or videos to discuss related issues to contribute to community activity and promote silent viewers Participation can also enhance the sense of community among members of the community.