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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제22권 제6호
발행연도
2019.12
수록면
21 - 34 (14page)

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Purpose: This paper was performed to investigate both the impact of the characteristics of e-commerce in agricultural products and the consumer characteristics on the repurchase intentions by analyzing the value of agricultural business based on the results of this research, aiming at the characteristics of agricultural products in e-commerce and consumer characteristics, the fundamental approach of reinforcing the e-commerce. To do these, four related studies will be carried out. First, the concepts, the characteristics as well as the application status of agricultural products in e-commerce are analyzed, simultaneously, the research results related to the the characteristics of e-commerce and its consumer characteristics. Second, a research model that is centered on e-commerce characteristics, consumer characteristics, satisfaction and repurchase Intentions of agricultural products is deduced. Third, analyzing the factors and impacts of the willingness of consumers who want to purchase the agricultural products e-commerce again. Fourth, according to the results of this study, some suggestions are given for the activating strategies of practitioners' services in agricultural products e-commerce. Research design, data, and methodology: In order to verify the assumption proposed in this research, taking the consumers who had experience in the use of Chinese agricultural product e-commerce as the objects, an online survey was conducted from March 10, 2018 to April 2, 2018. Finally, there were 378 questionnaires are collected, and then they were made the empirical analysis by using the analysis methods of IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0. Results: The characteristics of agricultural product e-commerce(rapidity, economy, reliability, and freshness) have positive effects on satisfaction.. And self-efficacy, personal innovation, and interaction in consumers’ characteristics have positive effects on the consumers’ satisfaction degree. Satisfaction degree has a positive effect on the intention of repurchase. But security does not affect affirmative effect on consumers’ satisfaction degreeConclusions: The agricultural products e-commerce has the significance of changing consumer awareness and changing consumption patterns for consumers. Also, because the ICT development, such as payment systems and security technologies leads to change the consumer perception, the transaction security does not have a positive impact on the satisfaction degree of e-commerce.

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참고문헌 (43)

참고문헌 신청
안우영 / 2002 / 농산물 전자상거래의 활성화 방안에 관한 연구 google schola Ari Research / 2015 / Ali Agricultural Products Electronic Commerce White Paper google schola Bai, Y. / 2015 / The Effects of Marketing Characteristics on Customer Satisfaction, Customer Loyalty and Repurchase Intention: Focused on TaoBao online shopping mall google schola Bandura, Albert / 1977 / Self-efficacy : Toward a unifying theory of behavioral change / Psychological Review 84(2):191~215 google schola Biong, H. P. / 1996 / Are Customer Satisfaction Measures Appropriate to Measure Relationship Satisfaction / Contemporary Knowledge of Relationship Marketing 52:258~275 google schola

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