소셜 네트워크 서비스를 이용한 농식품 구매의 소비자태도와 행동에 대한 연구

서지정보

ㆍ발행기관 : 한국식품영양학회 ㆍ수록지정보 : 한국식품영양학회지 / 25권 / 3호
ㆍ저자명 : 정수연, 김기환, 양성범, 오상헌, 황대용, 김영철, 이석원

영어 초록

This purposes of this study were to explain consumer attitudes and purchasing behaviors towards agricultural products using a social network service and to determine the influencing factors such as experience, technology ability, innovation, self-efficacy, perception of usefulness, perception of trust, attitude, purpose of purchase and individual characteristics on them. We analyzed the survey data set, using the ‘logit model’, ‘simultaneous equation model’, and ‘LISREL-Type model’ In this study, the results obtained are summarized as follows. The result for the comprehensive statement of “Trust” was the biggest influence on the purchase agricultural products using the social network service. Therefore, in order to expand agricultural e-commerce using SNS, trust should be to the fore of marketing and publicity campaigns, in order to promote and stabilize the market.

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