Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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A Study on Purchasing Agricultural Products of Re-visitors In Traditional Market Using Double Hurdle Model

더블허들 모형을 이용한 전통시장 재방문객의 농산물 구입결정 요인에 관한 연구

  • Received : 2015.05.12
  • Accepted : 2015.06.27
  • Published : 2015.06.30
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Abstract

In this study, consumers who have experience of visiting Jeongsun Arirang Market has been selected as samples to understand the characteristics of agricultural products purchase. For this, double hurdle model was used in order to resolve sample selection problem and obtain consistent estimator. The key points are the following. First, as the age increases(up to 59.8 years), chances of purchasing the products at traditional market increase as income increases. Second, when the residence area is outside of Gangwon-province, the purchase amount of the products increased compared to those from visitors within the Gangwon province. Also, visitors who use public transportations purchase less products compared to those who use their own car. Third, probability of agricultural products increase as the visitors consider positive effect the product purchase leads to the local farmers. Fourth, if the visitors consider the quality of the agricultural products, probability of purchasing agricultural product at the site increases. However, if the visitors consider the freshness of the agricultural products, the purchase amount rather drops. Fifth, the probability of purchase increases as visitors consider the brand of traditional market.

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