소비자의 농식품 온라인 쇼핑몰 선택요인 분석

Abstract

Recently, online transactions of agricultural products are increasing due to fast IT technology development and propagation, convenience and speedy transactions as well as offline transactions. Online transactions can respond immediately to consumer’s consumption pattern changes, and are the most effective transaction method in terms of improvement of distribution structure and farmer’s income increase. Also, online transactions of agricultural products will continue because of innovative IT technology development, and consumer pattern change seeking convenience and speedy transactions. This study aims to classify online transaction types of agricultural food and to examine the current situation of each type. Moreover, analyzing the determinants of online purchasing of agricultural products and the purchasing behaviors of consumers by types of online products were investigated. The results show that the experience of online purchase on agricultural products tends to increase as the number of women, married, and aged people increases. At last, for each item of online shop operators for agricultural food, the greatest satisfaction with the shops built and operated by large-scale distributors was shown.