온라인 직거래가 농축산물 매출액에 미치는 영향 분석

Analysis of the Impact of Online Direct Transactions on Agricultural Products Sales

This study analyzes the effect of online direct trading on agricultural products sales using raw data from the 2015 Agricultural Census. The ordered Heckman two-stage model was used to analyze the effect of online direct transaction participation on agricultural product sales after limiting the analysis target to farmhouses conducting direct transactions. The results find that the average sales of online direct trading farms based on IT technology were statistically significantly higher than those of offline direct trading farms. The sales of farmhouses conducting e-commerce using the Internet increased by an average of 5.8% compared to other direct sales farms, and the sales of farmhouses using smartphones increased by 4.1% on average compared to other direct sales farms.