초록 열기/닫기 버튼
The purpose of this study is to understand the needs for achievement, risk taking propensity, social competence, and self-efficacy of woman farmers, and to classify the types of woman farmers based these four personal characteristics. Also, we analyzed the demographic characteristics, motivations and achievement of online agricultural sales of each type. Using an online survey, a total 301 responses were collected from woman farmers with online agricultural products sales experience. The results of this study are as follows. First, as a result of cluster analysis, four groups were derived, and there were significant differences in the level of four personal characteristics. The demographic characteristics of the four groups also differed significantly. Second, the level of awareness of online sales motivation and achievement investigated significantly higher in Group 3. Also, the group 3 responsed the highest levels of “increased sales profit” and “increased overall sales” among the attributes of online sales effect. Based on these results, to expand online sales of woman farmers, it is important to consider both their farm environment and the characteristics of each individual.
