• 융합경영연구
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• 제12권1호
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• pp.1-15
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• 2024

Purpose: This study aims to explore the critical factors in the quality control activities of agricultural products in e-commerce companies and analyze how these factors affect customers' perceived value and repurchase intention. Finally, it further reveals the mediating role of perceived value between the factors of quality control activities of agricultural products and customer repurchase intention. Research design, data and methodology: This study identified six independent factors within agricultural product quality control activities: freshness, assurance, diversity, grading, packaging, and timeliness. Subsequently, the impact of these factors on customer repurchase intention was analyzed. Additionally, perceived value was considered as an intermediary variable between the independent and dependent variables. Data was gathered from 269 Chinese consumers who had experience purchasing on agricultural product e-commerce websites. Results: The study results indicate that the relevant factors within agricultural product quality control activities strongly influence customer repurchase intention, with perceived value mediating this relationship. Conclusions: The significance of this study lies in its exploration of the relevant factors within agricultural product e-commerce's product quality control activities. It identifies their impact on customer repurchase intention and confirms the mediating role of perceived value. The results of this research offer valuable insights and practical guidance for academics in related research fields and practitioners in the agricultural product e-commerce industry.

• 농촌지도와개발
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• 제16권4호
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• pp.913-938
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• 2009

This study attempts to develop a framework to analyze and estimate various effects of agro-product e-commerce, and to find out the actual effects of the farmers operating on-line shopping systems through the developed framework. A depth-interview semi-structured on 5 farmers was acted to seek out latent effects which were disassembled and re-assembled into 3 dimensions; input costs, e-internal effects and e-external effects. E-external effects divide into e-indirect effects and e-societal effects. A survey from 29 farmers reveals that the e-internal effects are 26,929 thousand KRW a year, e-external effects 6,734 thousand KRW, and input costs 7,202 thousand KRW. ROI(Return on Investment) in 2007 is calculated at 367%.