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2023 Vol.35, Issue 4 Preview Page

Research Article

Factors Affecting Consumer’s Online Purchasing of Non-Timber Forest Products

임산물의 온라인 구매 결정요인 분석

Hogun Chong1
,
Donguk Kim2
,
Seong-Hwan Song3
,
Jae Bong Chang4*
정 호근1
,
김 동욱2
,
송 성환3
,
장 재봉4*
1Research Fellow, Office of Forest Economic Research, Korea Rural Economic Institute, Naju 58217, Korea
2Researcher, Office of Forest Economic Research, Korea Rural Economic Institute, Naju 58217, Korea
3Principal Researcher, Department of Food and Agricultural Economic Research, Korea Rural Economic Institute, Naju 58217, Korea
4Professor, Department of Food Marketing and Safety, Konkuk University, Seoul 05029, Korea
1한국농촌경제연구원 산림경제연구실 연구위원
2한국농촌경제연구원 산림경제연구실 연구원
3한국농촌경제연구원 원예경제연구실 전문연구원
4건국대학교 식품유통공학과 교수
*Corresponding Author
31 December 2023. pp. 398-410
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Abstract

The rapid change and the mature development of online retail channels provide consumers with multiple choices. With the prosperity of the online market, agricultural products and food in the online market also increased significantly, but little is known about consumers’ purchasing behavior for non-timber forest products in the online market. A nationwide survey was conducted among 1,000 individuals to determine the factors influencing five non-timber forest products (chestnut, jujube, shitake mushroom, Codonopsis lanceolata, and persimmon) online purchasing decisions. Respondents were asked to answer questions about their retail shopping behavior, including purchase frequency, main purchase channels, purchase value, and online shopping experience. Our results suggest that consumers have different purchasing patterns for each non-timber forest product. The factors influencing consumers’ online purchases were studied using a binary choice model. We also found that the factors affecting consumers’ online purchasing experience differed among non-timber forest products.

Keywords
Binary choice model
Marginal effect
Non-timber products
Online purchasing
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Information
  • Publisher :Agriculture and Life Sciences Research Institute, Kangwon National University
  • Publisher(Ko) :강원대학교 농업생명과학대학 농업생명과학연구원
  • Journal Title :Journal of Agricultural, Life and Environmental Sciences
  • Journal Title(Ko) :농업생명환경연구
  • Volume : 35
  • No :4
  • Pages :398-410
  • Received Date : 2023-11-06
  • Revised Date : 2023-11-10
  • Accepted Date : 2023-11-13
  • DOI :https://doi.org/10.22698/jales.20230032
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