Development of a web-based video direct e-commerce system of agricultural products

Abstract

A web-based video direct e-commerce system was developed to solve the problems in the internet shopping and to increase trust in safety and quality of agricultural products from consumers. We found that the newly developed e-commerce system could overcome demerits of the internet shopping and give consumers same effects as purchasing products offline. Producers could have opportunities to explain products and to talk to customers and get increased income because of mamtaining a certain number of fixed consumers. Customers could purchase safe agricultural products with trusts based on direct conversation with producers. However, farmers' unfamiliarity for the information use and poor IT network infrastructure are needed to be improved in priority.