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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제14권 제12호
발행연도
2016.1
수록면
71 - 78 (8page)

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Purpose – This paper is for the Analysis on the Hindrance Factors and Activation Scheme by the Type of Distribution Channel in Direct transaction of Agricultural Products. As the distribution structure of agricultural products has become changable, farmers seem to use the type of direct distribution in order to enhance the receiving price. This study aims to explore the hindrance factors and income variation rate in direct transaction of agricultural produces, specifically focusing on the 167 farmers. Research design, data, and methodology - To ascertain the hindrance factors exactly by the type of distribution channel, the managements were classified by four subcategories, that is high sales percentage with shopping malls, SNS, shopping malls and SNS, and off-line direct transaction. Results – As a result of the hypothesis test, hinderance factors in online direct deal activation were found to be in the order of the difficulty in continuous content production, the difficulty in shopping mall operation and maintenance, and the difficulty in card commission problems, and in the order of the difficulties in continuous content production, the difficulty in continuous content production, the difficulty in shopping mall operation and maintenance, and the difficulty in branding for the SNS group. Thus, it can be seen that the difficulty in continuous content production, shopping mall operation and maintenance were found to be the biggest obstacles. In addition, hindering factors in online direct deal activation were found to be in the order of the difficulty in credit card settlement, the difficulty in publicity, and the difficulty in dealing with unsold goods. The group with high sales rate in shopping mall was found to be increased by 23.9% in the gross income compared to the previous year, the group with high SNS sales ratio increased by 56.5%, the group with direct offline transaction increased by 37.1%, among which the group with the highest increase rate of SNS sales ratio was found to be the highest from the rate of increase/decrease of the income, which was statistically significant. Conclusions – It can be suggested that government and local government may provide agricultural management with supporting plan which in turn can activate direct transaction in any possible ways.
#Agriculture Products Direct Transaction. Distribution Channel

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참고문헌 (27)

참고문헌 신청
안태영 / 2010 / 도농교류를 통한 농산물 직거래 유통 전략 -곡성군 사례를 중심으로- / 유통경영학회지 13(1):46~67 Crossref 백승우 / 2009 / 농산물 인터넷 쇼핑몰의 고객만족 요인에 관한 연구 / 식품유통연구 26(2):55~78 dbpia Choi, Hoon / 2005 / Factor Which Influences the Management of Shopping Mall for E-commerce for Korean Agricultural Products / The journal of information technology 8(2):73~82 google schola Chung, Chan-Kil / 1999 / Positioning the Direct Marketing of Agricultural Products / Korean journal of food marketing economics 16(1):215~229 google schola Csikósová, Adriana / 2014 / Strategy in Direct and Interactive Marketing and Integrated Marketing Communications / Procedia-Social and Behavioral Sciences 116(21):1615~1619 google schola

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