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.

1999년 이후 농업인 홈페이지 지원사업 실시 이래 2008년까지 농업인이 운영하는 홈페이지는 전국적으로 1만개소에 달하고 있다. 전자상거래를 성공적으로 운영하고 있는 농업인들의 경우 고객관리에 대한 중요성 인식도가 높고, 이를 관리하기 위한 다양한 프로모션을 전개하고 있다. 이번 연구에서는 농촌진흥청에서 진행하고 있는 농업인 전자상거래 사업에 참여하고 있는 농업인을 대상으로 하여 이들의 고객관리에 대한 필요성 인식정도, 고객확보를 위한 활동, 고객관리의 방법, 고객관리의 유형과 기준, 확보된 고객의 관리를 위한 활동 등을 조사하였다.농업인들은 전자상거래를 수행하면서, 고객과 직접 접하게 되고, 상품의 판매과정에서 고객관리의 필요성을 높게 인식하고 있으며, 블로그 개설 등 온라인 활동으로 폭을 넓혀가고 있음을 확인할 수 있었다. 하지만, 상당수의 농업인들이 고객관리의 필요성 인식에 비해 이를 실천할 구체적 활동방식과 실행방법에 대해 구체적이지 못하기 때문에, 정부의 시스템 지원과 교육사업에 있어서 새로운 접근이 필요함을 보여주고 있다.

Web usability for e-commerce sites becomes a more important issue as e-commerce gains its popularity. As for agricultural products, consumers are especially sensitive to the quality of information during transaction process. Successful e-commerce sites of agricultural products, such as Wine.com and Tesco, identified regular usability testing as part of key success factors. This paper aims to identify processes for evaluating usability for e-commerce sites of agricultural products and provide strategies to improve usability. The study aims to evaluate e-commerce usability of selected e-commerce sites using heuristic evaluation to provide objective e-commerce sites usability analysis for each transaction process.

This study was performed to investigate the status of using agricultural information and develope desirable strategy to offer agricultural information for leaf vegetables farmers.187 farmers are surveyed to collect data. Many farmers get agricultural information through various channel.They satisfied with agricultural information contents, rightness of time but dissatisfied with the easiness of gain, fitness of information relatively. And the mean score of farmer's information needs on agricultural information were higher than that of theoretical mean. relatively high items were new seed information, technology of cultivation, pesticide purchase and prevention, laborer finding, consumer information, the trend of leaf vegetables price, marketing place, government's agricultural policy and laws etc.To make farmers get information easily, we recommend to gather information at one place and provide them on internet portal site composed with information related for paddy rice farmers. To make desirable information service system, farmers should bring up their internet searching ability, and agricultural extension officers in count/city have to make effort to provide useful information more often by various communication methods such as visiting farmers, using internet or e-mail service, pamphlet, and so on.

Web2.0 refers to a new service models based by a community oriented philosophy. This creates new opportunities for technology providers and service. The agricultural technology information service in the base of open source technology provide opportunities for increased distribution and visibility to farmer and general user. We would like to find out vest service models and platform that will find new ways of agriculture technology information service. This study suggests that these new agriculture information service strategy in new paradigm of web 2.0. should be revised and adapted to Open API and new applied strategy in agriculture should be developed considering the impact of web 2.0.