2022년 1월부터 11월까지 부산지역에서 유통 중인 신선 농산물 210건을 대상으로 리스테리아균 분포 현황 및 병 원성 여부를 조사하였으며, 분리된 균주를 대상으로 혈청 형 및 유전자 지문분석을 통해 역학적 연관성을 확인하였 다. 조사 대상 신선농산물에서 총 40건의 리스테리아균이 검출되었으며, Listeria monocytogenes 등 4종의 리스테리 아균이 검출되었다. 이 중 L. innocua가 22건, L. monocytogenes 10건, L. grayi 6건, L. rocourtiae 2건으로 나타났으며, 이 중 식중독을 유발하는 L. monocytogenes균 은 팽이버섯에서만 검출되었다. L. monocytogenes의 병원 성을 유발하는 유전자인 iap, prfA, inlA, inlC, inlJ 및 hly 6종에 대한 분석 결과, 총 10개 균주 중 6개 균주에서 iap 등 6종의 병원성 유발 유전자가 검출되었으며, 4개 균주 에서 hly를 제외한 5종의 유전자가 검출되어 식중독 발생 잠재위험이 있음이 확인되었다. 지역 유통 식재료에 분포 하는 L. monocytogenes의 유전학적 유사도 및 오염원 추 이를 확인하기 위해 신선농산물에서 분리한 L. monocytogenes 10균주 및 2022년 부산지역 유통 가금류에 서 분리한 L. monocytogenes 2균주를 대상으로 혈청형 분 석 및 PFGE를 실시한 결과, 신선농산물 분리균주의 혈청 형은 1/2a 및 1/2b 두 가지 serotype으로 확인되었으며, 가 금류 분리균주는 모두 1/2a형으로 나타났다. 유전자지문 분석결과, 전체 균주의 유사도는 100-45.7%로 나타났고, 이 중 100% 상동성을 보인 균주들은 동일 생산농장 또는 동일지역 유래 팽이버섯에서 분리되어 오염원의 출처가 같음을 추측할 수 있었다. 신선농산물 분리균주와 유통 가금육 분리균주와의 유사도 확인 결과, 일부 팽이버섯 분 리균주와 가금육 분리균주의 유사도가 90.9-84.6%로 나타 났다. 농산물 및 축산물 생산시설간 오염원 이동 및 교차 가능성을 유추할 수 있었다.

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.

With the annual increase in the production and distribution of fresh agricultural products and the rapid development of China’s e-commerce business circle, while the huge online transactions need the support of offline logistics services, a series of problems such as violent screening in the logistics industry still need to be solved. Therefore, how to improve the quality of logistics services and make consumers satisfied is an urgent problem for the licensee. Based on the SERVQUAL service quality evaluation model and LSQ logistics service quality model, an evaluation model of the impact of fresh agricultural cold chain logistics service on customer satisfaction was constructed from four dimensions of reliability, visibility, information and service flexibility. This paper clarifies the relationship between consumer satisfaction and provides a basis for improving cold chain logistics service quality, including studying the evaluation of consumers’ purchase of fresh products on the Internet and establishing logistics service quality indicators. In this study, the analysis results generally have a significant impact on logistics service quality (+) and customer satisfaction. According to the characteristics of consumers, the impact of cold chain service quality on customer satisfaction may vary.

Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.

Pushed by China's rural revitalization, agricultural e-commerce is developing rapidly. However, there are some problems in the application such as short supply chain, insufficient information integration, and little real benefits for small farmers. On the basis of systematically analyzing the environment and current situation of e-commerce in the trade of fresh agricultural products and using the theory of supply chain dynamic alliance, this paper proposes a process of P2C (Producers To Consumers) e-commerce mode in the trade of fresh agricultural products based on integrated platform to optimize the overall benefits of the P2 Csupply chain, thereby improving the organization and management production and distribution of fresh e-commerce, together with countermeasures for cultivating P2C e-commercesy stem. The combination of mature e-commerce technology and agricultural industry is the key to the success of agricultural e-commerce. It is of great theoretical value and application value to study the P2C e-commerce mode of fresh agricultural products based on supply chain dynamic alliance.