A lot of farmers are having difficulties in making their living because of the inefficient distribution system of agricultural products and the opening of the agricultural products market. Electronic commerce of agricultural products can be considered as a solution for such problems by means of reducing the distribution cost and enabling our home-grown products to compete against imported products. From such point of view, the government has been making big efforts to activate electronic marketing in agriculture. But only few studies have been conducted on the effectiveness of the electronic marketing of the agricultural products, and many fanners hesitate to participate in electronic marketing. However, there are some farmers who have made remarkable success after participating in electronic marketing.
This study surveys the actual effectiveness and success factors of electronic marketing that the farmers have experienced, with the intention of giving farmers rationale for participating in electronic marketing. Also, this study suggests some strategies for a successful participation based on the survey.
