농산물 산지유통센터 이용 만족도 결정요인 분석

A Study on Satisfaction Determinants of Agricultural Products Processing Center)

APCs operated by Agricultural Cooperative handle 70.0% of the maximum volume annually, and 44.6% of them are in deficit. Therefore, enhancement on the efficiency of the investment in APC facility is possible by improving the utilization of the existing APCs established by local Agricultural Cooperative bodies. However, considering the reality of continuing decrease of agricultural population, continuing attraction of the initial users for the APC is limited. Therefore, it is crucial to understand the characteristics of the farming houses using the APC and set marketing strategies accordingly. The study employs Heckman probit model which enables the analysis of the correlation between selection of a selling place for agricultural products and the satisfaction towards the selected selling place to examine whether farmers select APC as a selling place for their agricultural product, and what factors determine the satisfaction with the use of APC.