광주·전남 농산물 전자상거래 활용실태와 선호도 분석을 통한 표준모델 설정에 관한 연구

An e-commerce of Agricultural Products in Gwangju-Jeonam Area and Establishment of Preferential Model In this article, Preferential Model for e-commerce of Agricultural Products in Gwangju-Jeonam Area is investigated. This article focused on the trust of the consumers in the internet shopping malls by each model of the agricultural products internet shopping malls in Gwangju-Jeonam Area. And so, this article analyzed the relations between the influence factors and the buying behavior which influence on the trust and further inspected the difference of the model. This article set up the casual model and hypothesis based on the preceding research and investigated the questionnaire of the internet shopping mall customers. Collected materials were analyzed by SPSS Win program and the model were shown as correct. In simple shopping mall, the factors which greatly influenced on the buying behavior were trust. But perceived risk did not significance influence on the buying behavior. In special shopping malls, trust, consumer attitude and perceived risks have significance influence on the buying behavior. With the results of this research, the active methods and strategies of the government concerned for the agricultural products internet shopping malls are presented.