This research aims to examine consumers’ general types of information search and their unsatisfactory factors in purchasing agricultural products on electronic commerce and analyze consumers’ behavioral characteristics. As study subjects, 802 consumers who have visited the home pages of 14 households or companies, whose home pages are actively managed, were sampled. As a research tool, pop-up post and e-mail were used as research tools and questionnaires were asked three times. The date on research result were analyzed using SPSS 13 statistics package in terms of frequency, percentage, descriptive statistics, one-way ANOVA and correlation analysis.

• 김덕현 | Deok Hyeon Kim
• 서정원 | Jeon Won Seo
• 손장환(전남농업기술원 식품연구소 정화전략연구실 연구원) | Jang Hwan Son