AHP 기법을 활용한 농수산물 온라인도매시장의 우선순위 분석 = Priority Analysis of Online Agricultural and Fishery Wholesale Markets Using the Analytic Hierarchy Process (AHP)

다국어 초록 (Multilingual Abstract)

This study applied the Analytic Hierarchy Process (AHP) to systematically identify the key factors that enhance the activation of online wholesale markets for agricultural and fishery products and to evaluate the relative importance among these factors. The analysis revealed four primary domains—policy, institutional/operational, technology/logistics, and participation/trading—comprising sixteen detailed sub-factors. Among the higher-level factors, “participation and trading” exhibited the highest importance, whereas “technology and logistics” showed comparatively lower priority. These findings suggest that market activation currently depends more on expanding participation, fostering active and trustworthy transactions, and strengthening relational governance than on advancing technological infrastructure.
The results further indicate that ensuring a reliable transaction environment—particularly through credit and settlement stability and robust legal and institutional support—is viewed as an urgent prerequisite for market development. This reflects persistent issues observed in practice, such as delayed payments, fraudulent transactions, and inconsistencies in settlement processes, as well as institutional instability caused by the temporary regulatory sandbox under which the online wholesale market currently operates. In addition, the high importance assigned to the expansion of intermediaries and enhanced cooperation among market participants underscores the need to address limitations in participant diversity, insufficient information-sharing mechanisms, and uneven readiness across producer organizations.
Overall, the AHP findings align closely with real-world market challenges, demonstrating that structural issues—unstable settlement systems, legal and institutional gaps, limited participant diversity, and weak cooperative frameworks—must be resolved to secure market trust and sustainability. Policy implications highlight the need for a phased approach to market activation: establishing transaction reliability, expanding stakeholder participation, strengthening institutional foundations, and subsequently advancing technological systems. These insights provide a practical roadmap for improving the online wholesale market and facilitating a transition toward a more efficient and sustainable distribution structure.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구 배경 및 목적 1
• 1. 연구의 배경 1
• 2. 연구의 목적 3
• 제2절 논문의 구성 및 추진체계 3
• 제2장 이론적 배경 7
• 제1절 농수산물 도매시장의 유통 환경의 변화와 도매시장 7
• 1. 농수산물 유통 환경 변화와 전망 7
• 2. 국내 도매시장 구조와 운영 현황 8
• 제2절 농수산물 온라인도매시장의 개념과 운영 10
• 1. 농수산물 온라인도매시장의 추진 배경 및 법적 근거 10
• 2. 농수산물 온라인도매시장 개설의 추진 배경 13
• 3. 농수산물 온라인도매시장의 운영 및 거래 주체 15
• 4. 농수산물 온라인도매시장 거래 현황 18
• 제3절 선행연구 검토 및 본 연구의 차별성 21
• 1. 농산물 도매시장 관련 21
• 2. 농수산물 온라인도매시장 관련 22
• 3. 본 연구의 차별성 24
• 4. 농수산물 온라인도매시장 활성화 요인 27
• 제3장 연구 방법과 연구설계 30
• 제1절 연구 방법 30
• 제2절 설문의 구성 33
• 제3절 패널의 선정 35
• 제4장 연구 결과 37
• 제1절 상위 분류의 상대적 중요도 및 우선순위 37
• 제2절 하위 분류의 상대적 중요도 및 우선순위 38
• 제3절 전체 중요도 44
• 제5장 요약 및 시사점 46
• 제1절 요약 46
• 제2절 시사점 47
• 제3절 연구의 한계점 및 후속 연구 제안 48
• 참고문헌 50
• <부록> 설문지 51