Journal of Agricultural Extension & Community Development (농촌지도와개발)
- Volume 11 Issue 1
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- Pages.125-137
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- 2004
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- 1976-3107(pISSN)
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- 2384-3705(eISSN)
Measurement of Customers Satisfaction in Agricultural E-Commerce
농산물 전자상거래의 고객만족도 측정
- Lee, Taek-Seon (Graduate School, Seoul National University) ;
- Choe, Young-Chan (Seoul National University)
- Published : 2004.06.30
Abstract
The objectives of this investigation were 1) to measure the level of customers satisfaction in agricultural E-Commerce, 2) to identify the variables affecting customer satisfaction, and 3) to suggest ways to improve the level of user satisfaction in agricultural E-Commerce. The major findings of the research can be summarized as follows: 1) The result of ANOVA showed that there is no significant difference in the degree of customer satisfaction among groups of demographic characteristics such as gender. age, marriage, job, the level of education and the level of income. 2) The results of multiple regression analysis showed that four variables had significant effects on the degree of customer satisfaction: internet environment, product information, security, and price. Moreover, the six variables included in this study explained 61.5% of the degree of customer satisfaction.