• 유통과학연구
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• 제11권1호
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• pp.45-53
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• 2013

Purpose - The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level, purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First, it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05 level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally, purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

• 한국유기농업학회지
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• 제24권2호
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• pp.169-188
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• 2016

The purpose of this study is to analyze willingness to pay (WTP) for organic agricultural products. To accomplish the objective of the study, a consumer survey was conducted. Based on the pilot survey results, parametric survival model was used to analyze the WTP for organic products. The estimation results showed that the WTP for organic agricultural products is 1.4-fold when compared with the conventional products, which is lower than the current price by about 30 percent. The analytical results also showed that such variables as gender, recognitions for organic agricultural products, and consumers' income have very significant effects on the WTP, and that there are no differences among WTPs by consumption goals. Based on major findings, the most effective countermeasure was suggested for expanding of organic food consumption through the premium reduction of organic products. Reducing the costs of production and distribution, supporting farmers' income by direct payment system were presented. Furthermore, it is needed to allocate more budget for promoting the consumption and distribution of organic agricultural products, and for enhancing conservation of agricultural environment.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제13권8호
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• pp.4212-4226
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• 2019

In this paper, a design and implementation for direct deal distribution platform is proposed to bypass the complex traditional distribution structure of agricultural market, as one of the fields where distribution patterns have changed. In the case of domestic agricultural distribution, demand and supply are unstable since the sales market is excessively concentrated in the designated wholesale market. Besides sales must go through multiple stages of distribution leading to problems in freshness and stability of agricultural products and downward pressure on profit margins for producers. To solve the above mentioned issues, we propose a cloud service convergence direct deal distribution platform based on asynchronous-driven Node.js. The proposed platform can facilitate a variety of direct trading functions and also access to visualization information related to agricultural products, which may increase user confidence at an intermediary-free direct transactions platform. First, we describe the requirements of intermediary-free direct transactions of agricultural products and transaction entities. Next the database structure and transaction functions are designed and then implemented according to those requirements. Finally, an API based cloud convergence service structure is designed to provide the analyzed information to ensure a trustworthy system.

• 유통과학연구
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• 제5권1호
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• pp.57-73
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• 2007

농산품의 물류관리 정보시스템의 최적화로 물류 정보수준에 따른 성과를 실증 분석하여 물류관리의 효율성과 효과성을 높이는 측면에서 개선방안을 제시하여 물류효율성을 향상시키는데 본 연구의 목적이 있다. 본 연구의 분석방향은 첫째, 조직특성 및 조직전략에 따라 정보기술수준은 물류성과에 영향을 미칠 것인지를 분석하였다. 물류성과는 고객물류서비스 향상과 판매물류비용절감으로 나누어서 측정을 하였다. 둘째, 물류정보시스템 활용수준과 정보기술은 직접적으로 물류성과에 어떠한 영향을 미치고 있는가를 분석하였다. 연구 결과에 의하면, 농산품 물류정보시스템 도입을 물류기업의 경쟁력 강화요인으로 인식하는 기업들은 비교적 물류정보기술 활용수준이 높았고 물류 정보시스템이 농산품 물류서비스 향상과 물류비 관리의 통합망을 구축하는 링크관리를 실시함으로서 농산품 물류 효율성을 높이고 있었다. 그러므로 농산품 물류기업의 물류경쟁력을 높이기 위하여 물류정보기술수준을 높여야 하고 농산품업체의 물류관리와 관련된 의사결정자의 정보마인드가 필요하고 물류업무의 표준화, 정보시스템의 구축전문 인력의 양성과 함께 물류교육이 뒷받침되어야 할 것이다.

• 경영과학
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• 제17권3호
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• pp.73-95
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• 2000

In Korea, the distribution channel for agricultural products is notorious for its complexity and ineffectiveness. In this sense, the Agricultural Cooperative has tried to clarify the distribution channel and reduce its length. However, there still exist much room for improvements. The Internet shopping mall specific for agricultural product, therefore, is drawing much attention because it can reduce the length of distribution channel drastically and improve effectiveness from the distribution perspective. To test the validity of such Internet-driven shopping mall, we gathered questionnaire data from the Internet based Hannaro Shopping Mall which is run directly by the Agricultural Cooperative. We performed experiments respectively for the two groups of operating personnel and consumers. Experimental results showed that several important factors can be identified which are significant statistically and deemed to have meaningful relationship with performance variables. Our results also showed that the Internet shopping mall has a great potential for improving the effectiveness of the distribution channel of the agricultural products.

• 유통과학연구
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• 제14권4호
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• pp.127-134
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• 2016

Purpose - Value chain in agriculture refers to direct and indirect activities related to value-added process from raw materials to final products in agricultural industries. In recent years, value chain analysis has become more important in the area of agricultural development. This article reviews the concept and importance of value chain analysis in the context of agricultural development and attempts to suggest improvement strategies. Research design, data, methodology - A literature survey was conducted for value chain analysis for agricultural development. The case of agro-value chain in Cambodia was deeply analyzed based upon interviews with government officers and related experts. Results - It seems that agro-value chain in developing countries are not well developed and does not carry out appropriate functions, compared to developed countries. Because value adding facilities, such as storage, processing and packing plants, milling plants, and etc. are not sufficiently constructed, the quality of agricultural products is low. Especially developing countries may loose opportunities to increase value of their product by exporting their agricultural products as raw materials to neighboring countries. Value adding process is also mainly controlled by traders in local markets or wholesale markets in urban areas. Farmers therefore can get lower share of final value of agricultural products compared to the shares paid to traders. Lastly it is argued that governments of developing countries do not play an active role in developing value chains and do not carry out coordinating functions in an effective and efficient manner. Conclusions - The first step to improve agro-value chain in developing countries is to identify and analyze value chain structure of agricultural products and to make development strategies and implementation programs. For improving value chain of agricultural products in developing countries, it is required to provide not only plans for constructing hardwares, such as wholesale markets, storage facilities, processing and packing plants, and etc., but also plans for improving softwares, such as measures for improving product quality and safety, setting up grade and standard, providing market information, and nurturing producer cooperatives.

• 유통과학연구
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• 제18권10호
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• pp.53-64
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• 2020

Purpose: With the emergence of high technology in China, online shopping distribution of fresh agricultural products have been developing rapidly. This study built a model to investigate how perceived quality of products and logistic services, perceived risk, and perceived cost affect intention to buy fresh agricultural products in an Internet environment. Especially, in the purchasing process, attitude may work as an important mediator. Research design, data and methodology: To achieve the objectives of this study, Chinese respondents were asked to fill in a questionnaire through the China online survey website. With 520 available data, regression analysis was used to test the hypotheses. Results: Results indicate that perceived quality of fresh agriculture products and perceived logistics service quality have a significant positive impact on attitude and purchase intention. Results also reveal that perceived risk and perceived cost affect attitude and purchase intention negatively. Finally, results imply that attitude has a positive effect on purchase intention, which is the unique mediator in the online shopping process. Conclusions: This study suggests that managers in the online shopping distributions of fresh agricultural products should improve the quality of products and logistics services along with the reduction of the perceived risk and cost to compete in the China market.

• 유통과학연구
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• 제14권6호
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• pp.45-52
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• 2016

Purpose - This study was conducted to present a study on the perception and satisfaction with the brand agricultural products targeted at consumers who use a lot of local products. According to the data of 2011, the total number of the brand agricultural products of Korea is 5,291 with various kinds. Research design, data and methodology - The survey shows that the brand agricultural products are being used by some specific people. However, it can be a useful idea which can help the consumption of brand agricultural products to be expanded if we understand how consumers' recognitions are different between various groups. For an empirical Analysis, the response data of 110 adult patients residing in the metropolitan area were used and conducted with a factor analysis, frequency analysis in order to ensure the validity and conducted a regression analysis and correlation analysis using SPSS statistical program. Results - According to the analysis, it showed consumers with an interest in brand agricultural products are 40-50 age housewives and the middle class of about 5 million won in monthly income more than 3 million won with a college education. As for consumers' purchasing status, all the subjects said that they had experienced buying brand agricultural products and the level of satisfaction for them was very high. Relatively, consumers' satisfaction level with high income and education is high. And recognition of the brand agricultural products was found mainly goes through word of mouth. The age and income are very important factors in customers' repurchase for brand agricultural products. The result of the analysis for the influences on brand agricultural products of customer satisfaction suggests even if the recognitions for safety, quality, and value are vital factors, the recognition of quality doesn't influence on brand agricultural products statistically and significantly. It was analysed if there were any differences between recognitions by group to brand agricultural products, that is to say recognition of safety, quality and value and the result can be summarized as follows. There are all statistical significant differences depending on their age, educational background and income. In the case of 30 or 40 aged, as they got the education level of college and graduate school and earned relatively high income, most customers have positive recognition on the brand agricultural products. This implies the group which can buy and consume the brand agricultural more easily has much more positive recognition. Conclusion - The results of this study shows consumers' brand awareness and satisfaction with brand agricultural products are affected by their age and income level. The purpose of this study is to find the information that can help brand agricultural products markets to be expanded by understanding the factors which encourage consumers to behave repurchase as well as customers' various levels of recognition to the brand agricultural products. The survey says that brand agricultural products are being used by some specific people.

• 문화기술의 융합
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• 제6권3호
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• pp.377-380
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• 2020

일인가구의 증가 및 소비행태의 변화, 그리고 마트는 대형화 되고 있는데 반하여 포장 형태는 소포장 용기로 바뀌고 있으며, 수출되는 농산물 특히 과일 및 관련 작물의 수출시 소규모 패키지화되고 있고, 수출시점에 CO₂등의 선도처리를 하고는 있으나 운송 기간내 패키지내부 작물의 선도를 보장하기 어려웠다. 따라서 농산물 유통시 운송과정이나 진열시에 품온이 바뀌어 미생물에 의하여 작물이 변질되는 것을 방지하기 위한 신선도유지제로 소포장 용기로 유통하는 농산물에 적용하기 위한 새로운 신선도 유지 방법의 제공이 필요한 상황으로 윤통과정의 혁신을 가져올 수 있는 방안에 대하여 연구하게 되었다.

• 유통과학연구
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• 제16권2호
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• pp.53-65
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• 2018

Purpose - The purpose of this study is to investigate the effect of gamma - irradiation on the effluent from food distribution in the large agricultural and marine products market. This study will contribute to the distribution process as well as the agricultural and fishery distribution facilities. Research design, data, and methodology - In order to reduce the odor, the smell was examined in the anaerobic digestion process by irradiating gamma rays to the wastewater of mixed food discharged from a large restaurant. An odor determination panel list was constructed to determine if the odor was present in the air dilution drainage and the odor concentration was analyzed by instrumental analysis. Results - It was confirmed that the sulfur content increased gradually from 3 months. Ammonia decreased from 33.57ppm at the initial measurement to 4.12 ppm at the end of the experiment. Methane production was highest at 100kGy when exposed to gamma rays of 0-200kGy at pH 12. In other words, it is considered that gamma irradiation doses are most effective at 100kGy and are suitable for large capacity wastewater treatment facilities in terms of economic feasibility. Conclusions - In pre-treatment of compound food wastewater, gamma irradiation is most cost effective when examined at 100kGy. The economic efficiency of the pre-treatment method by gamma irradiation is much higher than the wastewater treatment in the large-scale agricultural and marine products distribution market.