The study examined the moderating effects of the relationship among purchase motivation, satisfaction, and loyalty in a farmer-to-consumer direct market. Data were collected from 426 consumers of direct sale agricultural products who visited nine rural villages across the country. The SPSS 15.0 and LISREL 8.80 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Results showed that 'product factor', 'experience factor' and 'economic factor' among purchase motivation had positive effects on satisfaction and satisfaction had positive effects on loyalty. The analysis also indicated that gender moderated the relationship among purchase motivation, satisfaction, and loyalty. Whereas product and economic factors among purchase motivations had positive effects on satisfaction in the male group, product and experience motivation were important factors for female group. These results could enable direct sales marketers to develop marketing techniques to expand farm sales.

The purpose of this study was to examine the structural relationships among the benefit sought, satisfaction, and loyalty of green tea consumers, including the moderating effect of age. Data were collected from 658 residents of Seoul and Gyeonggi-do Province who were 20-years-old and older and who had purchased green tea. The SPSS 15.0 and LISREL 8.80 statistical package were used for the analysis, and frequency, reliability, an exploratory factor analysis, a confirmatory factor analysis, and a path analysis were conducted. The results showed that the health benefit and enjoyment among benefit sought had a positive effect on satisfaction. Satisfaction of green tea consumers had a positive effect on loyalty. The analysis indicated that age moderated the relationship among benefit sought, satisfaction, and loyalty. The results could enable green tea marketers to develop marketing techniques that could expand green tea consumption.

Allotment gardens with log house in rural area as a rural growth tool are able to adapt to current market mechanisms by communication and promotion techniques. It is important to know what and how allotment garden's users seek their benefits to market segmentations. The primary purpose of this study was to segment and profile the benefits of allotment garden's potential users so as to provide a better understanding of allotment garden in Korea. A self-administered survey was obtained from 298 allotment gardens users in the study area. Four distinct segments were identified based on the benefits; relaxer(23.7%), educator(21.9%), want-it-all gardener(42.3%), and grower(12.2%), and these were profiled with respect to socio-demographics and civic garden-related features. We suggest that the relaxers are target market of allotment gardens with log house because they have willingly intented to pay a higher rent.

The study aims to explore the situation of allotment garden and its implication from case study on the Kleingarten in German the Dacha in Russia and the Civic Garden in Japan. It has shown that the allotment gardens have gradually been an important for urban people to have recreation and health from agricultural activities. The results suggest that whereas most of kind of allotment gardens in three countries was perspectively enhanced according to their historic and social contexts, the basic rationales initiated were to provide recreation areas for supporting people health and preserving green areas in urban areas. To expand these kind of allotment gardens, we conclude that the establishment and amendment of the related law are needed to activate and enhance the allotment garden in Korea.

The purposes of this study were to identify leadership competences of rural leaders and to analyze leadership competency of leaders. The study carried out by questionnaire and focus group interview on expert panels. To analyze leadership competency, the data was collected from 273 rural leaders by stratified random sampling. SPSSWIN/ver10 program was used for analyzing data with t-test and IPA method. The study suggests twenty low types of leadership competences which were information, vision, decision making, motivation communication, education residents, managing residents, loaming, flexibility, problem solving, presentation program management, customer orientation service knowledge, making relationship, creative idea, business understanding, brand development, conflict resolution negotiation, assessment, business management, coaching and feed back. Whereas leaders with middle school educational career required developing program management, maintaining achievement and benchmarking, leaders with high school were morel likely to develope self-learning, to benchmark their knowhow and brand development competency. Whereas leader with less low years experiences as leader have been considered as developing coaching/feedback brand development and program development, leaders with more five years as leader should consider developing benchmarking, resident education, and brand development. The study suggests that the extension agents on public should develop leadership program according to the competency differences of leaders.

The purpose of this study was to explore the situations of farm stay and visit's perceptions in rural Korea. The data were collected by questionnaire and case study, and obtained from 104 visitors, 104 host farmers, 104 village people in twenty two rural villages from September 20, 2002 to November 21, 2002 and analyzed by SPSS WIN 10. The statistical method was crosstabulation and chi-square. The major findings of this study were as follows; First, the priorities of government policy for farm stay were to build the physical infrastructure such as village road and parking lot, to help farmers make relations with urban people, and to provide the learning opportunities for their business. Second, the main barriers for farm stay were the deficit for improving their facilities. And the income within their farm stay has been low at government policy village. Third, most of host farmers liked to make relations with their village people. The priorities of their relations were to improve natural and social environment of their villages, to develop the special brands, and to manage village tourism programs.

The purpose of this study was to develop the program of traditional living culture for people to sustain viable rural community in Korea. The study was conducted by literature review, survey, interview, and delphi method. The results of this study were as follows; First, the program was developed to response to educational roles and functions. Second, the program was developed to utilize elder people for viable community as programs practitioners. Third, the factors of traditional cultural program for endogenous development were human resources, community organization and community participation, and natural and cultural resources. Forth, the program was developed to view the community resources as a systems because the culture was communicated through relationship rather than heritage. The re-valorization of cultural resources by the programs will provide local people with strategic capacity for endogenous development and for the harnessing of extra-focal forces in a market economy.

This is a case study on the counterplan for reducing agricultural environmental pollution in the SANHYUN Livestock Club through participatory research from March, 1993 to June, 1995. In the monthly meetings, the active discussion about agricultural environmental pollution gradually increased with the village people, Club members and other people because of a consciousness-raising created through discussion activities. In addition, the Club members have established a septic tank and accumulation store-house after active participation in such discussions about the environmental pollution. After two years, the number of septic tanks and accumulation store-houses has increased from two to 10. Gradually all village people are becoming more aware of village environmental pollution. Four non-member farmers have constructed a septic tanks and several member farmers have constructed the fermentation system of sawdust and hulls.