• The Korean Journal of Community Living Science
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• v.21 no.2
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• pp.259-270
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• 2010

The electronic commerce of agricultural products provides benefits both to the farmers and the consumers because of direct transaction between producers and consumers. This study analyses the factors affecting consumer's purchase intention that are using electronic commerce. And the purpose of this study is to contribute to increasing the farmer's income while operating electronic commerce by applying the results of this analysis. Consumer's purchasing factors in electronic commerce were obtained through literature reviews. The research model is established with the factors and analyses through the structural equation model. The results are as following; the first is how the quality of agricultural products affects positively consumer's satisfaction and trust. When sufficient information about the seller and the products are provided in the shopping mall site there are positive effects on the consumer's satisfaction and trust. The factors of convenience like purchasing time, saving, delivery convenience affect positively consumer's satisfaction. However, the relationship with trust enhancement could not be confirmed. In addition, hypotheses of positive relationships between economic feasibility factors like low price, satisfaction and trust, were rejected. Finally, consumer's satisfaction affects trust, and both the consumer's satisfaction and trust affects positively the purchase intention. In summary, in the electronic commerce of agricultural products, consumers might use electronic commerce as they purchase the reliable high quality products directly from farmers rather than be affected by economic feasibility and convenience factors.

• Agribusiness and Information Management
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• v.1 no.2
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• pp.133-156
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• 2009

This study proposes development strategies for domestic e-commerce of agricultural products. So far, it grows quantitatively so fast, but because of lack of continuous management, it does not work properly. Previous studies have some outcome for vitalization of e-commerce, but they have limits that they neglect rapid changes of e-commerce circulation structures and practical problems farmers go through when they sell their products. This study deals with these problems more than previous. The first phase of this study analyzes two cases of overseas successful and failure e-commerce sites of agricultural products, for example, Wine.com and Webvan.com. The second phase analyzes As-Is and distribution structure of domestic e-commerce of agricultural products. Finally this study asserts three strategies for domestic e-commerce of agricultural products based on Web 2.0 environment.

• Agribusiness and Information Management
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• v.1 no.1
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• pp.3-18
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• 2009

This research aims to examine consumers' general types of information search and their unsatisfactory factors in purchasing agricultural products on electronic commerce and analyze consumers' behavioral characteristics. As study subjects, 802 consumers who have visited the home pages of 14 households or companies, whose home pages are actively managed, were sampled. As a research tool, pop-up post and e-mail were used as research tools and questionnaires were asked three times. The date on research result were analyzed using SPSS 13 statistics package in terms of frequency, percentage, descriptive statistics, one-way ANOVA and correlation analysis.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.25 no.3
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• pp.58-63
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• 2002

The Internet, as a commercial tool, presented a new market that connects producers with consumers through the E-commerce. Now, E-commerce spreads over almost all industries through the Internet excluding some. This research indicates the reason why the E-commerce is not activated in agricultural Industry, which is less developed than other industries. And it suggests a good example of E-commerce on the agricultural products combining on and off line markets. In addition, data-mining technique is suggested to analyze whole information in system.

• The Journal of Society for e-Business Studies
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• v.5 no.1
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• pp.75-91
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• 2000

The new paradigm, which is called Electronic Commerce (EC), has greatly influenced not only enterprises but also other part of our society. Many goods have been actively transacted through EC all over the world. But there is a great difference between agricultural products and industrial products in terms of selling and buying behavior. Industrial products are well standardized and time-invariant in quality but agricultural products are not. Even the domestic distribution channels of agricultural products are much complex and are not modernized with internet technology. In this study, we first identify the behaviors of electronically transacting agricultural products and then develop and EC architecture far agricultural products in Korea. We suggest that EC for agricultural products focuses on B2B (Business to Business) model and various agricultural information should be distributed from B2B market over all supply chain and demand chain channels.

• The Journal of Industrial Distribution & Business
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• v.10 no.10
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• pp.35-44
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• 2019

Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.

• Proceedings of the Society of Korea Industrial and System Engineering Conference
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• 2002.05a
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• pp.171-176
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• 2002

The Internet, as a commercial tool, provided a new market that connects producers to consumers through I-commerce. 2-commerce through the Internet became a new trend in all industries. This research indicates problems that block the activation of I-commerce of agricultural products, which is less developed than the other industries. To solve the problems it suggests E-commerce for agricultural products combining on and off line markets. It also suggests data mining technique for analyzing entire information in system.

• Korean Journal of Agricultural Science
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• v.28 no.1
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• pp.59-64
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• 2001

This study is on the method of direct transaction with farmers, a farmers' group and consumers through internet. Approximately the method in this study could be divided into 4 sections: 1) full information display about agricultural products of farmers, farmers' group, 2) consumers' choice about the best stuff, 3) direct transaction system by using tele-banking and 4) a delivery system in conveying method or an interview type electronic commerce system that carry out the direct visit These methods are to make the merits of the existing traditional type commerce system's to be maximized to make bull use of electronic commerce system.

• Journal of the Korea Convergence Society
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• v.11 no.6
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• pp.237-248
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• 2020

The purpose of this study is to measure the agricultural product market efficiency of the three e-commerce platforms from the perspective of consumer price fairness perception, analyze the quality and price gap of invalid brands, and help agricultural products enterprises to formulate reasonable price strategies. The characteristics of farm products sold in e-commerce platforms(quality, origin, taste, safety level) were selected as output indicators and the prices of products were selected as input indicators to evaluate the efficiency of the market through DEA analysis. According to the analysis, JD mall has the largest proportion of effective brands, while YHD.com has the highest average market efficiency, and northeast rice has the largest difference in average efficiency among the three platforms. The results show that price inefficiencies still exist in the electronic market. The development of online market for agricultural products should pay attention to consumer price fairness and pay attention to the coordination between price and quality. The limitation of this paper is that it does not focus on the influence of words of mouth marketing in internet market and consumer experience, which can be the future research direction.

• Journal of the Korea Convergence Society
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• v.12 no.12
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• pp.83-91
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• 2021

For agricultural products, supply is irregular due to changes in meteorological conditions, and it has high price elasticity. For example, if the supply decreases by 10%, the price increases by 50%. Due to these fluctuations in the prices of agricultural products, the Korean government guarantees the safety of prices to producers through small merchants' auctions. However, when prices plummet due to overproduction, protection measures for producers are insufficient. Therefore, in this paper, we designed a business model that can be used in the electronic transaction system by predicting the price of agricultural products with an artificial intelligence algorithm. To this end, the trained model with the training pattern pairs and a predictive model was designed by applying ARIMA, SARIMA, RNN, and CNN. Finally, the agricultural product forecast price data was classified into short-term forecast and medium-term forecast and verified. As a result of verification, based on 2018 data, the actual price and predicted price showed an accuracy of 91.08%.