This study explains an agricultural mobile commerce case using Oauth Based Real-Time Information Sharing Technique according to the growth of the agricultural e-commerce market. Considering the characteristics of the agricultural market, it can confirm differential values with the existing agricultural mobile commerce market according to the functions and characteristics of its technique. We compare variables for introducing agricultural mobile commerce with the existing mobile commerce. Trust through information sharing with real-timefarming diaries, suitability and perceived ease of use variables are positively influenced, but influence on completeness and authority of information variables are relatively insufficient. Through this, we explained differential values of agricultural mobile commerce and suggested an applicable business model.

• Jung Rock Do(Regional Information, Seoul National University)
• Ik Hoon Jang(Regional Information, Seoul National University)
• Jin Hyeung Kim(Regional Information, Seoul National University)
• Young Chan Choe(Regional Information, Seoul National University)