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박길석,최재혁,조현지,김성용 경상대학교 농업생명과학연구원 2016 농업생명과학연구 Vol.50 No.5
농산물 직거래는 생산자와 소비자를 직접 연결하면서 중간유통비용을 절감하고 이를 통해 생산자와 소비자 모두에게 만족을 줄 수 있는 대안적인 유통경로이다. 이러한 역할때문에 최근 온라인 농산물 직 거래에 대한 관심이 다시 높아지고 있다. 하지만 농산물 직거래는 중간유통단계를 생략하는 것이기 때 문에 생산자가 그 역할을 대신하여야 하기에 다양한 장애요인을 가지고 있다. 본 연구에서는 직거래를 추진하고 있는 농업인을 대상으로 직거래 장애요인을 파악하고, 직거래 활성화를 위하여 농촌진흥청에 서 수행하고 있는 e-비즈니스 교육을 어떤 방향으로 이끌어가야 할지에 대하여 방향을 제시하였다. 그 결과, 교육 프로그램 보완, 개인역량 강화, 협업화, 농업인들이 희망하는 교육 확대 등이 필요한 것으로 나타났다. The direct sale of agricultural products is an alternative distributional channel which can provide satisfactions to both producers and consumers by reducing marketing cost through a direct connection between them. Due to this role, there has been rising interest in farmers' direct selling of agricultural products. However, the direct selling by farmers expose many problems and obstacles, because farmers should take a role as a middleman when they directly sell their products. This study tries to identify the obstacles from farmers who started the direct sales, and suggested a direction of e-business education programs being in place by RDA for the purpose of promoting farmers' direct sales. Suggestions of e-business education is needed to enhance education programs such as improving personal capability, cooperative work between farmers, expending programs what farms want.
박길석,최재혁,김성용 경상국립대학교 농업생명과학연구원 2020 농업생명과학연구 Vol.54 No.5
We analyzed farmers’ selection of strawberry varieties in terms of the Importance-Satisfaction. We chose strawberries varieties such as ‘Seolhyang’ being cultivated at the most area in Korea and collected data from surveying 177 farmers cultivating strawberries in Sancheong, Jinju, Nonsan and other areas from June 30 to October 12, 2016. We first selected nine attributes variables related with strawberry varieties selection and conducted an exploratory factor analysis on their validity as factors. We selected six measurement variables out of nine attributes according to the Kaise-Meyer-Olkin measures and Bartlett’s test of Sphericity. Second, we conducted Importance- Satisfaction Analysis(IPA) on selected six measurement variables which include convenience on cultivation, resistance on diseases & pest insects, sales, yields, consumer preferences, and earnings. The IPA results showed that both yields and earnings are found to be high in terms of importance and satisfaction, thus being a factor to be maintained continuously. Resistance on disease & pest insects are found to be high importance but low satisfaction, thus being a factor to be improved first of all. Convenience on cultivation is found to have both low importance and satisfaction, thus being a factor to be improved over long-terms. On the other hand, factors such as convenience on sales and consumption preferences are found to have low importance but high satisfaction, implying that maintaining the current status, or investing more resources to improve consumer preferences might be an efficient strategy. 딸기 품종 선택의 중요도와 만족도 분석을 위하여 우리나라에서 가장 많이 재배되고 있는 ‘설향’ 품종을 선택하였다. 자료는 2016년 6월 30일부터10월 12일까지 산청, 진주, 논산 등 딸기 주산지역 농가 177명으로 부터 수집하였다. 딸기 재배농가의 품종 선택에 대한 중요도와 만족도 분석을위하여 첫째 9개의 변수에 대하여 요인분석을 실시하였다. Kaise-Meyer-Olkin(KMO) 검증과 Bartlett의 구형성 검정을 통하여 9개의 변수 중6개를 선택하였다. 둘째, 재배 편리, 병해충, 수량, 판매용이, 소비, 소득의 6개 문항을 활용하여 중요도 만족도(IPA) 분석을 실시하였다. 그 결과, 수량과 소득은 중요도와 만족도 모두 높아 지속적으로 유지시켜 나가야할 요인으로 나타났다. 병해충 요인은 중요도는 높지만 만족도는 낮아서최우선적으로 개선되어야할 요인으로 분석되었다. 재배편리는 중요도와 만족도가 모두 낮아 장기개선영역으로 나타났다. 판매용이, 소비는 중요도는낮지만 만족도는 높아서 현재 수준을 유지하거나 다른 분야에 투입하는 것이 더 효율적인 것으로 나타났다.
초등학생의 곤충에 대한 태도와 시식체험이 식용곤충 제품 선호에 미치는 영향 분석
박길석 ( Gil Seog Park ),김성란 ( Seong Ran Kim ),김서영 ( Seo Young Kim ),김태영 ( Taeyoung Kim ) 한국농업경제학회 2020 農業經濟硏究 Vol.61 No.4
This study aims to grasp the preferences of two contrasting types of edible insects among elementary school students, the future consumer class, and to suggest the possibility of improving the perception of edible insect products and the future direction of awareness improvement through the eating experience of edible insects. Principal component analysis and ordered logit model were adopted to achieve the purpose of the study. As key results, grade, father's age, tasting status, awareness of insect products, degree of preference for learning and pet insects, and attitude toward insects significantly influenced the preference of edible insects. Based on these results, it can be seen that in order to activate the sales of edible insect products, it is necessary to improve consumers' negative perceptions of insects early above all else. To this end, it is necessary to promote insect products through various channels, expand experiences related to insects in childhood, and strategies to supply insect products in the form of intermediate goods rather than final goods.
박길석 ( Park¸ Gil-seog ),김성란 ( Kim¸ Seong-ran ),김서영 ( Kim¸ Seo-young ),노호영 ( Rho¸ Ho-young ),김성용 ( Kim¸ Sung-yong ),김태영 ( Kim¸ Tae-young ) 한국식품유통학회 2020 食品流通硏究 Vol.37 No.3
The study examines the factors affecting insect product purchase and payment intention by investigating insect product awareness, purchase experience, satisfaction, preference, food neophobia tendency, etc. among adult consumers to propose the measures to promote consumers' insect products consumption. The data obtained through a survey of 802 adult consumers nationwide, and the logistic model and ordered logit model were respectively employed for analysis of insect product purchase intention and willingness to pay for the five kinds of edible and medicinal insect products. As key findings, consumers were more likely to purchase insect products with the higher preference or prior experience, and showed regional differences in their willingness to purchase insect products. Consumers' willingness to pay for five types of edible and medicinal insect products also found differentiation by product according to gender, income level, prior purchase experience, preference, satisfaction, and food neophobia tendency. The consumer's willingness to pay for five insect products is estimated to be about 3% lower than the current price.