소비자 농산물 사이버마켓 이용 및 교육 활성화 방안에 관한 연구

Agricultural Cyber Market and Its Implications for Use and Education for Consumers

This study was designed and carried out to identify what the current characteristics of agricultural cyber market system are and how the education for consumers use of the agricultural cyber market is implemented. The ultimate purpose of the study was to propose the implications for futuristic manners and ways of the education hosted by the Ministry of Agricultural and Forestry of Korea. In order for the researcher to conduct the study, the holistic research approach was introduced including mail survey, interview, literature review, and on-line web surfing. The following conclusions were made based on the remarkable findings from the study. First, agricultural cyber market is very weak and small in scale compared to that of general electronic commerce market. However, absolutely no doubt that agricultural cyber market will increase its scale and business bargaining. Secondly, the agricultural integrated shopping mall constructed by the MAF does not play a significant role in leading agricultural cyber marketing as a portal site. Thirdly, the participants of the education implemented by the MAF appeared to have low experience and use of computer. Fourthly, on the contrary, they showed positive attitudes toward agricultural cyber marketing. Lastly, they were identified to have relatively high satisfaction of their educational environment and instructors. However, the contents and instructional levels should be changed according to their knowledge and skill level of computer.