有機農產品在世界各國已開始漸漸流行，受到相當多消費者的關注，在台灣亦快速發展中。但大多數消費者還是對有機農產品（Organic Product）認識的不多或無適當資訊管道了解，造成有機農產品產量不足或供過於求之窘境。隨著科技的發展，許多企業對電子商務（E-commerce）技術之應用已漸趨成熟。有鑑於此，本研究將探討應用行動裝置（Mobile Device）帄台，協助有機農產品的銷售，期以創新的電子商業模式（Business Model）輔助有機農業生產及市場銷售。本研究透過質性研究的方式，以商業模式圖（Business Model Canvas，BMC）之九個區塊作為本研究的分析工具。挑選5 位具有機農產品銷售及種植實務經驗之專家進行訪談，最後參考訪談之專家意見，設計有機農產品新型電子商業模式。 Organic agricultural products have recently gained considerable consumer attention and global popularity. These products have also been developed rapidly in Taiwan. However, most consumers either have limited knowledge or inadequate access to information on organic agricultural products. This results in an insufficient supply or constant oversupply of organic agricultural products. Responding to developments in science and technology, many enterprises have proficiently used e-commerce models. This study thus investigated the use of mobile devices as a platform to promote organic agricultural product sales. The purpose of this investigation was to develop an innovative e-commerce model to enhance organic agricultural product sales and marketing. By using a qualitative research method, this study applied the nine sections of the business-model canvas as an analytical approach. Moreover, five experts in organic agricultural product marketing or planting were recruited for interviews. Through these interviews, expert knowledge was acquired to facilitate designing a novel e-commerce model to enhance organic agricultural product sales and marketing.
