This paper is based on field survey data and applies it to the logistic model to analyze consumers' online shopping intention to buy fresh produce. According to the total effect of online shopping intention, it was revealed that consumers' age, educational level, and monthly household income significantly influence willingness to buy fresh produce online. The product quality, price and brand name were the main factors affecting consumers' willingness to buy fresh produce online. The customer service quality, payment security, and logistics quality significantly also affected consumers' willingness to buy fresh produce online. In conclusion, it is important for vitalizing online sales of fresh produce to ensure the quality, use well-known brand name, and improve logistics service and e-commerce platforms.

ABSTRACT
INTRODUCTION
THEORETICAL BASIS
DATA AND MODEL
EMPIRICAL ANALYSIS AND RESULTS
CONCLUSIONS
적 요
REFERENCES

• Shuang-yu Hu(강원대학교 농업자원경제학과) | 호쌍우
• Shi-yong Piao(강원대학교 농업자원경제학과) | 박세영
• Zhi-run Li(강원대학교 농업자원경제학과) | 이지윤
• Yu-cong Sun(강원대학교 농업자원경제학과) | 손우총
• Xuan-you Jin(강원대학교 농업자원경제학과) | 김현우
• Jong-In Lee(강원대학교 농업자원경제학과) | 이종인 Corresponding author