▶ 이 책은 한국농촌경제연구원의 농산물 온라인마케팅 실태와 개선과제를 다룬 정부간행물입니다.

제1장 서론
1. 연구의 필요성 및 목적 ·········································································1
2. 선행연구 검토 및 연구 차별성 ···························································4
3. 연구 방법 ·····························································································10
제2장 온라인 거래 동향과 관련 정책
1. 온라인 거래의 개념 정립 ···································································13
2. 온라인 거래 동향과 최근의 환경변화 ··············································18
3. 중앙·지방정부의 농식품 온라인 거래 정책 현황 ····························34
제3장 농식품 온라인 거래 유형화 및 실태 분석
1. 농식품 온라인 거래 유형 분류 ·························································45
2. 온라인 거래 유형별 특징 및 실태 ····················································55
3. 거래 유형별 당면문제 ········································································68
제4장 소비자의 농식품 온라인 구매 행태 분석
1. 농식품 온라인 구매 실태 ···································································71
2. 농식품 온라인 구매 및 선택요인 분석 ············································99
3. 농식품 온라인 구매의 문제점 ·························································113
제5장 주요국의 농식품 온라인 거래 동향과 시사점
1. 주요 국가의 농식품 온라인 거래 현황과 관련 정책 ····················117
2. 해외사례를 통한 시사점 ···································································157
xviii
제6장 농식품 온라인 거래 정책 개선과제
1. 기본방향 ·····························································································161
2. 농식품 온라인 거래 정책 개선방안 ················································163
참고문헌 ·····································································································179