경기 북부 내 직거래 매장에서 유통 되는 농산물 207건을 수거하여 잔류농약의 실태를 조사하였다. 로컬푸드와 소비자생활협동조합(생협) 매장을 대상으로 일반농산물 94 건, 친환경농산물 113건의 다소비 채소류를 수거하여 다종농약다성분 분석법으로 GC/ECD, GC/NPD, GC-MS/MS, LC/PDA, LC/FLD, LC-MS/MS를 이용하여 263종의 농약을 분석하였다. 잔류농약이 검출된 검체는 모두 로컬푸드 매장에서 수거한 일반 농산물로 14건의(6.8%) 시료에서 잔류농약이 검출되었고, 그 중 1건에서(0.5%) 잔류농약허 용기준을 초과하였다. 총 16개 농약성분이 검출되었고 검 출된 작물은 시금치, 얼갈이, 깻잎, 아욱, 오이, 부추, 미나리였다. 농약 검출량을 바탕으로 일일섭취추정량(EDI)과 일일섭취허용량(ADI)을 이용하여 위해성 평가를 하였으며, %ADI 값의 범위는 0.0134-61.6259%로 안전한 수준이었다.

변화하는 사회에 따라 디자인 과정에서도 사용자의 참여를 요구하는 참여디자인이 증가하지만, 실제 디자인개발에서 발생하는 문제 개선이나 참여디자인의 효과를 나타내는 연구는 미비한 실정이다. 이에 사용자 현장을 중심으로 한 참여디자인을 통해 참여자의 의식변화 측면에서 효과를 확인하고자, 본 연구에서는 농촌의 농특산물 직거래판매시설을 대상으로 이해관계자 모두가 참여한 참여디자인 프로그램을 통해 참여자 의식변화를 조사하여 현장중심의 참여디자인 효과를 확인하였다. 먼저 문헌고찰 통해 참여디자인의 이해와 연구동향을 살핀 다음 효과분석을 위한 효과 검증모델을 활용하여 설문 문항을 개발하고, 참여디자인 프로그램의 디자인워크숍을 구성하여 이를 현장에 적용하였다. 효과를 분석하기 위한 참여자 의식변화 조사는 프로그램의 사전과 사후에 동기, 지식, 인식, 기능, 참여의 영역에서 디자인전공자를 대상으로 설문조사를 진행하고, 개방형 질문에서 추가로 결과를 보완하여 참여디자인의 효과를 파악하였다. 그 결과, 참여디자인 프로그램을 통해 참여자들은 직거래판매시설에 대한 지식과 기능의 영역에서 효과가 있었고, 참여디 자인의 결과에 높은 만족감과 공동 작업의 중요성을 느끼는 것으로 나타났으며, 운영과정에서는 농촌의 현장특성에 맞게 프로그램의 충분한 일정계획 마련과 원활한 디자인 작업을 위한 환경조성이 필요한 것으로 나타났다.

농산물 직거래는 생산자와 소비자를 직접 연결하면서 중간유통비용을 절감하고 이를 통해 생산자와 소비자 모두에게 만족을 줄 수 있는 대안적인 유통경로이다. 이러한 역할때문에 최근 온라인 농산물 직 거래에 대한 관심이 다시 높아지고 있다. 하지만 농산물 직거래는 중간유통단계를 생략하는 것이기 때 문에 생산자가 그 역할을 대신하여야 하기에 다양한 장애요인을 가지고 있다. 본 연구에서는 직거래를 추진하고 있는 농업인을 대상으로 직거래 장애요인을 파악하고, 직거래 활성화를 위하여 농촌진흥청에 서 수행하고 있는 e-비즈니스 교육을 어떤 방향으로 이끌어가야 할지에 대하여 방향을 제시하였다. 그 결과, 교육 프로그램 보완, 개인역량 강화, 협업화, 농업인들이 희망하는 교육 확대 등이 필요한 것으로 나타났다.

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.

This paper presents the business model and system functionalities of a B2B e-marketplace solution that not only can overcome some problems of the public e-marketplace, but also can be applicable to both public and private types of e-marketplaces. This sol

This study is in order to promote agricultural products sold in the rural village festivals direct transaction marketplace and enabled by a comprehensive user evaluation of the rural village festivals direct transaction marketplaces in universal design perspective, provide a design plan for your care and comfort of a rural village festival Direct Deals Marketplace there is a purpose. Thus, redefining the principles of universal design suitable for direct transactions rural village festival marketplaces, and to do this by reclassifying the design elements of the farmstand-type in a framework was developed 30 questions to evaluate items for Universal Design Evaluation. And, the selection of three villages along the rural village festivals scale and conducted a survey of Universal Design Rating. As a result, the overall assessment was positive for B villages of rural village festival marketplaces direct transactions, there was a significant difference with the other village. In particular, there was a notable difference in the fairness, efficiency, promotional, safety and hygiene. And, there was a significant difference in design elements for directing atmosphere by selling space, product display, hygiene. This paper presents the design suggestions about a rural village festivals farmers’ market aspects of universal design for improvement of the marketplace as following, 1) placement for differentiation the markerplace and around sites in the festival place, 2) to build the operating systems of sustainable management for arrangement and organization during the festival, 3) to install the device for maintaining agricultural products freshness 4) to separate the sale of local specialty products and general food products, and 5) to locate the suitable space considering the visitors tour route in the festival place for large-scale festival

One of the first important strategic decisions when a starting an organic marketing initiative (OMI) is to plan the right strategy for distributing products. This decision depends to a large extent on whether the OMI has chosen a quality-premium product strategy or a price-quantity strategy. All distribution decisions interact strongly with other aspects of the marketing mix. Where and how a product is distributed objectives, its chosen strategy and the availability of human and capital resources. To select a market channel, frequent contact and discussions with possible partner are important. Generally, a distribution is made between the direct and indirect physical distribution of organic products to consumers. The longer the supply chain, thc lower the chances that an OMI can steer the market through its own marketing measures and convince consumers through its own promotion activities. Generally speaking, the shorter the chain between OMI products and the final consumer, the less dependent the OMI will be on the success of other market actors. Direct selling activities to the retail or food industries also requires an OMI to undertake additional processing and marketing activities. For example, retailers often expect products to have been packed and labelled ready for sale. To conclude, distribution channels should be chosen in accordance with the product and price policy as well as the management capacity of the OMI.

The objectives of this study are to 1)research the importance of direct trade of agricultural products between farmers and consummers, 2)invest the trade process of agricultural products, 3)survey the patterns of direct trade of agricultural products, 4)find out the situations of direct trade of agricultural products, 5)suggest the directions to improve the direct trade of agricultural products. The data were collected from Taegu city, Taechun city and Kyungsang poop do for this study. The major findings of this study to improve the direct trade of agricultural products between urban and rural are as follows; First, it is very important that producers and consummers have common sense to the direct trade between urban and rural. Second, local government related the trade of agricultural products should positively take parts in the direct trade of agricltural products between producers and consummers in administration and finance. Thirth, non-profit organizations above other organizations in urban and rural must lead the direct trade of agricultural products between urban and rural. Fourth, the markets for direct trade of agricultural products are to be opened according to basing on consummers'needs to agricultural products. Fifth, the engaged farmings between producers and consummers are to be more positive by significant relationship( promised brothers and sisters) between rural and urban. Sixth, people who moved to urban from rural should be finked out in each community(in rural), they can buy the agricultural products in the community that they were born. Seventh, The communities in rural must produce the specific agricultural products in each community.