소규모 농업인과 가치소비자를 위한 XR 기반 농산물 직거래 플랫폼 설계 연구

초록

Current consumer behavior is expanding beyond rational choices focused on price and function toward value-based consumption reflecting individual ethical beliefs and convictions. However, small-scale farmers practicing sustainable agriculture face structural limitations in communicating the value of their production processes within wholesale-oriented distribution systems. Although offline farmers’ markets serve as an alternative for value communication, they are constrained by spatial and temporal accessibility. Furthermore, existing online commerce remains limited to image and text-based fragmented information, failing to bridge the experiential gap between producers and consumers. This study proposes an XR-based direct-to-consumer agricultural commerce platform that digitizes the dialogue-driven and emotional connection structures of offline farmers’ markets. To this end, the purchasing characteristics of value-driven consumers and trust factors in agricultural transactions were theoretically examined, and design elements were derived through case analyses of platforms and agricultural AI technologies. The service structure integrating generative AI and AI-based quality analysis was designed, and the feasibility of 3D information representation was demonstrated through visualization experiments using 3D scanning and 360° video. Based on these findings and identified user requirements, a functional prototype featuring a market-unit exploration structure and realistic interactions was developed. The proposed platform builds cognitive trust by spatially reproducing crop quality information and production contexts in non-face-to-face environments while fostering emotional bonds through interaction. This research reinterprets trust formation in agricultural commerce as a matter of spatial and experiential interaction rather than fragmentary information provision, and presents a digital commerce model that restores the presence of direct trade while supporting the sustainable growth of small-scale farms.

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