台灣農業的現況下，台灣小農利用傳統通路將產品銷售給盤商的時候，將會面臨不利的狀況，但隨著網路經營趨勢的興起，改變了傳統銷售通路，小農可以選擇自行架設網站銷售或是透過農產平台銷售，後者將減少冗長的層層通路，變成只有小農－平台－消費者的新通路，作為虛擬企業的農產平台協助改變小農在銷售通路的弱勢地位，本研究期望提供建議予小農以改善目前小農面臨的困境。此外，通過平台賣給顧客公司的B2B模式下，管理上具有效率也能保障農產品的銷量，研究平台的B端客戶公司選擇平台初次購買農產品的因素以及再次採購關鍵因素，能以解決小農面臨的困境，也能促進小農平台生態圈的發展。
本研究採用AHP的研究方法，以平台的B端採購商作為研究對象，針對在小農平台上B端採購商的初次及再次採購因素建立研究，收集到9份有效問卷分析結果顯示：顧客公司主要考量是優秀的產品品質、優惠的價格，值得關注的是「關心支持小農」脫穎而出，顧客公司會因為想要支持小農而有初次的購買意願，此項舉動促進小農生態圈以實現企業社會責任。再次採購研究結果中，主要因素是「信任」下的優秀的產品品質和顧客導向，表示採購商願意信任供應商可以持續提供出良好產品品質和服務品質。此外，「承諾」因素的持久性也為主要因素之一，反映出對於顧客公司重視和供應商能長久維持一段關係。

Small-scale farmers in Taiwan have faced unfavorable situations through traditional channels to sell their products. Fortunately, small-scale farmers can set up their own online channels or sell their products through agricultural product platforms, thanks to the advent of the Internet. It reduces the lengthy layer-by-layer channels and turns the model into small-scale farmers to the platform to client firms. The platform is a virtual enterprise to help farmers change the weak position of small-scale farmers in the sales channel. There is a new way which is efficient management that ensures the number of sales under the B2B model of selling to client firms on the platform. Understanding the factors that influence client firms' first-time intentions to buy products on the platform and repurchasing factors, not only helps small-scale farmers overcome their challenges, but also promotes the ecology of small-scale farmers' agriculture products platforms.
The purchasing and repurchasing factors between platform and client firms are analyzed using the Analytic Hierarchy Process. According to the result, the first-time purchasing key factors are “excellent product quality”, and “reasonable price”. Unlike the industrial products, it is worth focusing on “concern for small-holder farmers”. Client firms promote the small-scale farmer's ecosystem and reach CSR through purchase. In the analysis of repurchasing factors, the key factors are “excellent product quality” and “customer orientation” under the factor of trust, indicating that the client firms trust the supplier to consistently provide high-quality products and services. In addition, persistence is also significant, reflecting the importance to maintain a long-term relationship with client firms.

Content
Thesis/Dissertation Validation Letter i
Thesis and Dissertation Electronic/Printed Publication Form ii
致謝 iii
摘要 iv
Abstract v
Chapter 1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 8
1.3 Research Questions 9
1.4 Research Proposal Flow 9
Chapter 2. Literature Review 11
2.1 The Factors that Affect the Purchase of Agricultural Products 11
2.2 Factors for B2B Purchasers to Consider to Buy Products 13
2.3 B2B Repurchase Factors 18
2.4 Analytic Hierarchy Process Theory (AHP) 22
Chapter 3. Research Method 28
3.1 Research Process 28
3.2 Establish a Hierarchical Structure 29
3.3 Expert Comments and Suggestions 33
3.4 The Legitimacy of AHP 35
3.5 Design Questionnaire 36
3.6 Test 36
3.7 The Personal Information of the Interviewees 37
Chapter 4. Research Results 38
4.1 A Case of Small-scale farmers’ products platform 38
4.2 Research Results 38
4.3 Summary 49
Chapter 5. Conclusion 52
5.1 Research Conclusions 52
5.2 Management Implications 54
5.3 Research Limitations and Future Research 55
References 56
Attachment 1 68

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