Distribution Channel Selection Factors of Fruit and Vegetable Producers Using E-Commerce : An analysis based on the difference in e-commerce channel in distribution function

The purpose of this study is to clarify factors involved in fruit and vegetable producers' distribution channel selection in e-commerce by analyzing the basis for the difference in the e-commerce channel in distribution function. This paper indicates that two main factors exist: a producer's main sales channel before starting e-commerce and the commodity characteristics. Beyond these two factors, producers exist in three ranges: Range A: Producers who have mainly sold to customers select the direct sales channel and direct shipment channel as a similar means of sales to customers. Range B: Producers who have mainly sold to retailers select the warehouse channel as a similar means to sell to retailers. Range C: Rare commodity producers who have mainly sold to wholesalers but had intended to sell to customers select the direct sales channel and direct shipment channel in order to sell to customers with a price the producer finds satisfying. But if the producer's management policy matches the e-commerce channel or the producer evaluates a non-sales function such as advertising, different e-commerce channels are possibly selected