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2024 Vol.51, Issue 2

Management & Economics

Factors influencing the online purchase satisfaction, frequency, and intention of non-timber forest products
Jae Bong Chang1
,
Seong-Hwan Song2
,
Donguk Kim2
,
Hogun Chong2*
1Department of Food Marketing and Safety, Konkuk University, Seoul 05029, Korea
2Office of Forest Economic Research, Korea Rural Economic Institute, Naju 58217, Korea
*Corresponding Author
1 June 2024. pp. 97-108
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Abstract

During the COVID-19 pandemic, the online agricultural and food products market has experienced substantial expansion. This study aims to examine the factors influencing consumers’ online purchasing behavior, their satisfaction levels regarding price and quality, the frequency of online transactions, and their future purchasing intentions concerning key short-term non-timber forest products. The analysis is based on survey responses obtained from 1,000 consumers across the nation. Results reveal that while online purchasing of non-timber forest products may not be as active compared to other sectors, various consumer behavior characteristics such as online purchase experience, socio-economic variables, online purchase dependency, and information utilization significantly influence purchasing decisions. These findings shed light on the understanding of consumer behavior through online platforms, particularly in non-timber forest products where analytical attempts have been relatively scarce compared to other agricultural products. The insights derived from this analysis could serve as fundamental data for understanding online consumption patterns, especially in sectors where research on consumer behavior remains limited. To expand the consumption of short-shelf-life perishable goods, which relatively have lower online consumption compared to other fresh agricultural products, it is necessary to conduct analyses that identify the socio-economic characteristics and corresponding needs of consumers. Additionally, analyses should be conducted to explore the potential for developing and utilizing processed foods for online consumption. These analyses should be carried out in conjunction with an understanding the socio-economic characteristics identified in this study.

Keywords
non-timber forest products
online purchasing
purchasing intention
satisfaction
References
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Information
  • Publisher :Institute of Agricultural Science, Chungnam National University
  • Publisher(Ko) :충남대학교 농업과학연구소
  • Journal Title :Korean Journal of Agricultural Science
  • Journal Title(Ko) :농업과학연구
  • Volume : 51
  • No :2
  • Pages :97-108
  • Received Date : 2024-02-14
  • Revised Date : 2024-03-18
  • Accepted Date : 2024-03-20
  • DOI :https://doi.org/10.7744/kjoas.510201
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