농산물 사이버쇼핑몰 웹 사이트 구성요소 평가

Components Evaluation of Shopping Mall Web Sites on the Agricultural Products

This study will grasp important components of web sites in the shopping mall being considered by customers, objecting to small-medium scale cyber shopping sites of agricultural products which are inferior relatively in management environments than large scale sites of electronic commerce. Also, the study intends to making the measurement results be a reference data in case of composing and managing cyber shopping sites of agricultural products in future by measuring the weight of extracted components. For analytical process, this study grasped the important factors which affected to customers’ purchasing of agricultural products through Internet by using Think Aloud method, and measured the weight on the respective importance quantitatively by using ANP evaluation method on the extracted important factors. As a result, this study extracted 3 upper elements (product side, site configuration side, information offer side) and 9 subordinate elements (product assortment, quality grade, producer information, product name, amenity, communication, personal information security, search convenience, site design), and the ANP method showed high weights to the site configuration side (search convenience) relatively as quantitative evalua-tion results on the elements.