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KMID : 0665220120250030650
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Korean Journal of Food and Nutrition
2012 Volume.25 No. 3 p.650 ~ p.655
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A Study of Consumer Attitude and Purchasing Behavior toward Agricultural Products using Social Network Service
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Chung Soo-Yeon
Kim Gi-Hwan
Yang Sung-Bum
Oh Sang-Heon
Hwang Dea-Yong
Kim Young-Chul
Lee Seog-Won
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Abstract
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This purposes of this study were to explain consumer attitudes and purchasing behaviors towards agricultural products using a social network service and to determine the influencing factors such as experience, technology ability, innovation, self-efficacy, perception of usefulness, perception of trust, attitude, purpose of purchase and individual characteristics on them. We analyzed the survey data set, using the ‘logit model’, ‘simultaneous equation model’, and ‘LISREL-Type model’ In this study, the results obtained are summarized as follows. The result for the comprehensive statement of “Trust” was the biggest influence on the purchase agricultural products using the social network service. Therefore, in order to expand agricultural e-commerce using SNS, trust should be to the fore of marketing and publicity campaigns, in order to promote and stabilize the market.
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KEYWORD
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agricultural, social network service, logit, simultaneous, LISREL
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