초록 열기/닫기 버튼
The objectives of this study are: 1) to investigate the effect of agricultural products traceability on attitude of traceability agricultural products; 2) to identify how agricultural products traceability influence online purchasing intention; 3) to identify how attitude of traceability agricultural products influence online purchasing intention; 4) to examine comparison of differences according to purchasing experience. This study conducted a structural equation modeling(SEM) to test the hypotheses between agricultural products traceability and attitude of traceability agricultural products, agricultural products traceability and online purchasing intention, attitude of traceability agricultural products and online purchasing intention. The study’s hypotheses were tested using data collected from a survey of 150 customers who have bought agricultural products. The results of this study suggested that first, convenience of agricultural products traceability positively influences attitude of traceability agricultural products, but trust and safety do not. Second, trust of agricultural products traceability positively influences online purchasing intention, but safety and convenience do not. Third, attitude of traceability agricultural products positively influences online purchasing intention.
