The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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A Study of Consumer Attitude and Purchasing Behavior toward Agricultural Products using Social Network Service

소셜 네트워크 서비스를 이용한 농식품 구매의 소비자태도와 행동에 대한 연구

  • Chung, Soo-Yeon (Dept. of Food Engineering and Technology, The Graduate School of Korea University) ;
  • Kim, Gi-Hwan (Strategic Planning Dept., Organic Bio Tech Co., Ltd.) ;
  • Yang, Sung-Bum (Dept. of Food Nutrition, Yuhan College) ;
  • Oh, Sang-Heon (Capacity Building Division, Rural Development Administration) ;
  • Hwang, Dea-Yong (Technology & Farm Management Division, Rural Development Administration) ;
  • Kim, Young-Chul (Dept. of e-Business, Yuhan College) ;
  • Lee, Seog-Won (Dept. of Food Nutrition, Yuhan College)
  • Received : 2012.08.17
  • Accepted : 2012.09.13
  • Published : 2012.09.30
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Abstract

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.

Keywords

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