Abstract
To revitalize the wholesale market function, the government intends to establish an online livestock product exchange platform, promoting online trading for cuts of meat. We surveyed 110 meat processing companies nationwide to assess factors affecting the willingness to participate in online trading of cuts of meat and trading volume, using the sequence of Heckman, Logit, and Tobit models. Favorable online trading experience, short operation time, limited workforce, and minimal meat procurement boosted the willingness to participate in the online trading. High carcass auction satisfaction and distribution/sales challenges also increased the willingness to participate and transaction volume. This implies that a company's willingness to engage in the online trading of cuts of meat may be influenced by its perception of challenges stemming from a lack of experience in livestock product auction and variations in the company's size and business history.
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