Analysis of Influencing Factors for the Promotion of Online Transactions of Agricultural Products by Intermediate wholesalers in Wholesale Market

The purpose of this study is to analyze the factors influencing the activation of online transactions in agricultural products of intermediary wholesalers in the public wholesale market and derive implications for this. To this end, the level of awareness of intermediate wholesalers' online agricultural transactions and the factors influencing their intention to participate in the Korea On-line Wholesale Produce Market were analyzed. As a result of the analysis, the factors affecting the level of awareness of online agricultural products transactions by intermediary wholesalers were age group, education level, prospect of wholesale market transaction volume, and experience in online agricultural product transactions. In addition, the factors affecting intermediary wholesalers' willingness to participate in the Korea On-line Wholesale Produce Market were found to be the size of the business location, gender, age group, and the level of awareness of online agricultural product transactions. In order to promote online agricultural products transactions by intermediary wholesalers, it is necessary to strengthen the acceptability and accessibility of online transactions and create a distribution environment in which online transaction experiences can be accumulated. In addition, measures to revitalize the Korea On-line Wholesale Produce Market should be prepared through linkage with improving awareness of online agricultural products transactions.