On-line shopping mall has become a powerful marketing tool recently. On-line shopping malls provide information for consumers about goods and influence the decision-making process of purchasers. Therefore many local government made on-line shopping malls for advertising agricultural production in the region. However, in the face of problems related with effectiveness on shopping mall management, most of on-line shopping malls has been managing by private sector actually. This study aims to propose the plans for development of the on-line shopping malls. For this purpose, this study investigated current management status of the shopping malls and conducted case study on-line shopping malls.

• 김덕현(전라남도 농업기술원 식품연구소) | Deok Hyeon Kim 대표저자
• 서정원(전남대학교 농업경제학과) | Jeong Won Seo
• 오상헌(농촌진흥청 기술경영과) | Sang Heon Oh
• 임세화(전라남도 농업기술원 식품연구소) | Se Hwa Lim