ABSTRACT

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.

KEYWORD

Agriculture Products Direct Transaction. Distribution Channel

REFERENCES(27)open

  1. [jounal] 안태영 / 2010 / 도농교류를 통한 농산물 직거래 유통 전략 -곡성군 사례를 중심으로- / 유통경영학회지 13 (1) : 46 ~ 67

  2. [jounal] 백승우 / 2009 / 농산물 인터넷 쇼핑몰의 고객만족 요인에 관한 연구 / 식품유통연구 26 (2) : 55 ~ 78

  3. [jounal] 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

  4. [jounal] Chung, Chan-Kil / 1999 / Positioning the Direct Marketing of Agricultural Products / Korean journal of food marketing economics 16 (1) : 215 ~ 229

  5. [jounal] Csikósová, Adriana / 2014 / Strategy in Direct and Interactive Marketing and Integrated Marketing Communications / Procedia-Social and Behavioral Sciences 116 (21) : 1615 ~ 1619

  6. [jounal] 주상현 / 2015 / 로컬푸드 성공요인 분석과 정책적 함의 / 지방정부연구 19 (3) : 291 ~ 315

  7. [jounal] 전의천 / 2002 / 農産物 電子商去來의 現況과 活性化를 위한 課題 / 산업경제연구 15 (3) : 11

  8. [report] Kim, Deok-Hyeon / 2004 / 2004 information practices of Female Farmers – strategy of Agricultural Products e-Commerce

  9. [jounal] Kim, Dong-Hwan / 2002 / Satisfaction and Dissatisfaction Factors and Success Strategies of Agro-Food Internet Shopping Malls / Korean journal of food marketing economics 19 (1) : 105 ~ 125

  10. [book] Kim, Jong-Hwa / 2014 / ChungNam local food stores Practices and Success Strategies / ChungNam

  11. [web] / Development institute

  12. [jounal] Kim, Nam-Shun / 1998 / A Study on Increasing Farmers' Income through Direct Trade of Agricultural Products between Urban and Rural / Journal of Korean Society of Rural Planning 4 (1) : 40 ~ 55

  13. [jounal] 김영 / 2011 / 학교급식의 지역농산물 활용에 대한 농업인 인식에 관한 연구 / 농촌지도와 개발 18 (3) : 571 ~ 592

  14. [book] Kwon, Won-Dal / 1999 / Agricultural Products Direct distribution / The Farmers Newspaper

  15. [jounal] Lee, Chul-Hee / 2004 / Analysis on the Success Factors in Agricultural Internet Business / Korean journal of food marketing economics 21 (2) : 79 ~ 92

  16. [report] Lee, Dong-Phil / 2000 / The Study on the market situation and Activation plan for the Electronic Commerce in Agriculture

  17. [jounal] 이희찬 / 2009 / 농산물직거래 수요의 결정요인 및 시장규모 추정 / 농업경영.정책연구 36 (1) : 49 ~ 79

  18. [jounal] Lee, Taek-Seon / 2004 / Measurement of Customers Satisfaction in Agricultural E-Commerce / Journal of Agricultural Extension & Community Development 11 (1) : 125 ~ 137

  19. [jounal] Maxime, A. / 2015 / Agricultural marketing cooperatives with direct selling : A cooperative–non-cooperative game / Journal of Economic Behavior & Organization 109 : 56 ~ 71

  20. [jounal] McManus, Phil / 2014 / Putting places on the map? Marketing rural and regional Australia / Journal of Destination Marketing & Management 3 (2) : 105 ~ 113

  21. [web] Ministry of Agriculture, Food and Rural Affairs / Local Food jikmaejang support and enact laws, including direct transaction spur direct transaction spread

  22. [other] Nonghyup Economic Research Institute / 2013 / Direct distribution with the implications of agricultural products into the US / CEO Focus : 306 ~ 307

  23. [jounal] 박흔동 / 2009 / 농산물 전자상거래의 효과분석을 위한 프레임워크 개발 및 실증연구 / 농촌지도와 개발 16 (4) : 913 ~ 938

  24. [jounal] 박성희 / 2014 / 농산물 전자상거래 연구 분석 -문헌연구와 현황 비교- / 식품유통연구 31 (1) : 25 ~ 49

  25. [confproc] Song, Chun-Ho / 2013 / Distribution of agricultural diversification and direct distribution-Focus on Store development strategy through the operating practices of the Japanese Farmers Market- / Korea Food Marketing Association, Conference : 45 ~ 74

  26. [jounal] 송춘호 / 2014 / 로컬푸드 직매장의 발전전략 -일본 JA로컬푸드 직매장의 사례분석을 중심으로- / 식품유통연구 31 (2) : 17 ~ 48

  27. [jounal] Wen, W. / 2007 / Knowledge-based intelligent electronic commerce system for selling agricultural products / Computers and Electronics in Agriculture 57 : 33 ~ 46