The purpose of this study is to identify target consumers to expand the export of Korean rice to China. We used the ordered logit model as the analysis method and conducted a survey on 637 consumers living in Xi'an, China from September 13, 2016 to September 30, 2016. The results indicate that the target consumers could be set as those who less amount of rice per purchase, more purchase experience of Korea rice, and have lower age. Also, people who are watch korean dramas more or listen to K-pops more tend to buy Korean rice more. Therefore, it is required to maximize the export performance by selecting the young and interested in Korean Wave as the target consumer for the effective export of rice to the Chinese market.

This study analyzed the probability that experiment stations, agricultural technology and extension centers, provincial agricultural research and extension services, central government organs, or civilian and other related organs will be the first choice of the compositional subjects of local innovation networks. While gender effect was statistically insignificant, educational level, income, main acquired information, sources of necessary information, and frequency of information acquisition sessions were significant, and the preference ranking model was highly relevant. According to the analysis, highly academic and business-related information was most likely to be acquired from the civilian sector; agricultural technology such as technology, crops/plants, storage, and circulation was most likely to be acquired from experiment stations and provincial agricultural research and extension services; and information on agricultural production was most likely to be acquired from agricultural technology centers.