電子商去來가 農業經營 行態에 미치는 影向 : 충남 홈페이지 경진대회 추천농가를 중심으로 = Impacts of E-commerce on the farmer's management behavior

다국어 초록 (Multilingual Abstract)

Recently, e-commerce, a type of digital economy is rising up as a new marketing method of agricultural products. This study was focused on analyzing the impacts of e-commerce on the farmer's management behavior and identifying alternatives for the development of e-commerce in agricultural industry.
For this study, survey was conducted for 24 farmers who sell their products through e-commerce in Chungchungnam-Do province.
The results of 4 aspects are as follows.
1. Farmer's decision-making system : The surveyed farmers changed their mind to set up the production system appropriate for e-commerce or to use consumer informations aggressively.
2. Marketing structure : The farmers made a brand of their product to get various effects such as product discrimination, building up consumer trust etc. The amount of line shipping through co-op tended to be reduced as a result of increasing the e-commerce. It was necessary for 2~3 years to enter the e-commerce market of agricultural products.
3. Production structure : The farmers introduced a quality certification system and changed as their crops suitable for e-commerce. Even though a beginner stage, e-commerce influenced all of the production system.
4. Management structure : 75% of the farmers sold their product at retail price. It means that the e-commerce farmers act as a price maker in the market. And also they increased their business size through introducing processing facilities, and acquired the add value from them.
As a final result, e-commerce of agricultural products has a lot of impacts especially on the area of farm production as well as on the consumer market. For developing the e-commerce of agricultural products, we suggest some alternatives such as the improvement of financial environment through the reducement of a service charge of card, the increasement of B2B transaction in the economy of scale by farmer's partnership or corporate and the introduction of quality certification system for agricultural products.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 및 방법 = 2
• 3. 선행연구 검토 = 3
• Ⅱ. 농산물 유통에서의 전자상거래의 의미 및 특징 = 5
• 1. 전자상거래의 개념 = 5
• 2. 전자상거래 유형 = 6
• 3. 농산물 전자상거래의 의미 및 의의 = 9
• 4. 농산물 전자상거래의 특징 = 10
• 5. 전자상거래가 생산자에게 미치는 영향 = 15
• Ⅲ. 농산물 전자상거래 현황 = 18
• 1. 세계 전자상거래 시장규모 = 18
• 2. 국내 전자상거래 시장규모 = 18
• 3. 국내 농산물 전자상거래 시장규모 = 23
• 4. 충남지역 농업인 홈페이지 현황 = 24
• Ⅳ. 전자상거래가 농업경영 행태에 미치는 영향 = 26
• 1. 조사농가 일반현황 = 26
• 2. 전자상거래가 영농의사 결정체계에 미치는 영향 = 28
• 3. 마케팅 구조에 미치는 영향 = 29
• 4. 생산구조에 미치는 영향 = 34
• 5. 경영구조에 미치는 영향 = 38
• 6. 농산물 전자상거래의 문제점과 정책과제 = 42
• Ⅴ. 요약 및 결론 = 45
• 참고문헌 = 47
• ABSTRACT = 51
• 부록 = 53
• 1. 농업인 홈페이지 경진대회 추천 기준표 = 53
• 2. 전자상거래 농가 설문지 = 54