농업인 전자상거래의 성과결정요인과 경영성과간의 관계

This study aims at identifying determinants of performance of e-business farmers as business managers and defining the influence of the determinants on performance of e-business and causal relationship in order to find out ways to increase the success rate of e-business. The study verified the process of creating performance by the performance determinants and the causal relationship between independent variables and mediator, and between mediator and dependent variables using multiple regression analysis. The model was composed of independent variables including 5 independent variables, 7 competitive strategy activities as mediator variables and 1dependent variable. Achievement Motive and Management Ability as managerial factors showed positive influence on differentiation strategy and cost advantage strategy. Internal resource and external resource as resource factors were composed and measured as formative factors. The competitive environment recognized by farmers showed non-significant relation for differentiation strategy but it proved causality for the significance of the cost advantage strategy only. Meanwhile, the causal relationships between strategies and performance have a few non-linear patterns, i.e. reversed L-type relation, U-type relation, and inverted U-type relation, in addition to linear relationship. Strategies have the mediating role of other determinants for the performance.