Performance of Agricultural Product E-Commerce Managed by Farmers:Factor Analyses

The purpose of this paper is to investigate the current situation of management and transaction in the agricultural product e-commerce, and to analyze impacts of farmers characteristics and marketing strategies on the management performance in the e-commerce sector. The major findings and policy implications are as followings; In the first, factors that play a major role on increases in the ratio of sales volume with e-commerce would be analyzed. In the second, the absolute sales volume of agricultural products through the e-commerce in the farm households would be dependent on the degree of consumer information, CRM, and the education level of farmers. In the third, the degree of using consumer information and CRM, simultaneously, have a great effect on both the absolute sales volume and the ratio of sales volume with e-commerce. As policy implications, finally, for improving activities in the agricultural product e-commerce, the government policy program should be re-organized with respect to the development stage of individual farmers.