여성농업인의 온라인 직거래 마케팅 수용의도 영향요인 연구 (Factors Influencing Female Farmers’ Intention to Use Online Direct Marketing)

서지정보

· 발행기관 : 한국지역사회생활과학회
· 수록지 정보 : 한국지역사회생활과학회지 / 31권 / 4호 / 735 ~ 750페이지
· 저자명 : 정진이, 최윤지, 최정신, 김현영

초록

The purpose of this study was to determine the factors that influence female farmers’ intention to use online direct marketing. Data was collected from 301 female farmers that were selling agricultural products online. The results showed that the marketing channels that female farmers predominantly use were portal sites, blog, and cafes, and Instagram was mainly used by those aged under 30. Respondents includes owner and co-owner resulted in higher levels of ‘perceived usefulness’, ‘perceived ease of use’, and ‘government support’. Meanwhile, the groups with respondents who operating their own online shopping mall resulted in higher levels of awareness about ‘environmental change in internet’ and ‘intention to use online direct marketing’. The individual factors of female farmers, ‘Perceived usefulness’ and ‘environmental change in internet’ had a positive effect on female farmers’ using intention to online direct marketing. The results of this study will offer a basis for governments to formulate strategies to improve female farmers’ online sales performance.

영어초록

The purpose of this study was to determine the factors that influence female farmers’ intention to use online direct marketing. Data was collected from 301 female farmers that were selling agricultural products online. The results showed that the marketing channels that female farmers predominantly use were portal sites, blog, and cafes, and Instagram was mainly used by those aged under 30. Respondents includes owner and co-owner resulted in higher levels of ‘perceived usefulness’, ‘perceived ease of use’, and ‘government support’. Meanwhile, the groups with respondents who operating their own online shopping mall resulted in higher levels of awareness about ‘environmental change in internet’ and ‘intention to use online direct marketing’. The individual factors of female farmers, ‘Perceived usefulness’ and ‘environmental change in internet’ had a positive effect on female farmers’ using intention to online direct marketing. The results of this study will offer a basis for governments to formulate strategies to improve female farmers’ online sales performance.

참고자료

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