KMID : 1134820190480010097
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Journal of the Korean Society of Food Science and Nutrition 2019 Volume.48 No. 1 p.97 ~ p.108
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Analysis of Online Food Purchase Behavior and Factors Determining Online Purchases by Adult Consumers
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Kim Hyo-Chung
Kim Mee-Ra
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Abstract
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This study examined online food purchase behavior and factors determining online purchases using data from the ¡®Consumer Behavior Survey for Food in 2017¡¯ conducted by the Korea Rural Economic Institute. The main reasons for online food purchases were ¡®delivery service¡¯, followed by ¡®low price¡¯, and ¡®good quality¡¯, whereas the reasons for non-purchase of food online were ¡®difficulty in internet use¡¯ followed by ¡®distrust in quality¡¯, and then ¡®difficulty in getting enough information¡¯. In the frequency of online food purchases, ¡®less than once a month¡¯ was the highest response rate. The percentage of mobile orders using a smart phone or tablet was higher than that of internet orders using a PC. The main places of online food purchases were ¡®online shopping mall¡¯, ¡®online large discount store¡¯, and ¡®online eco-friendly food store¡¯ in order. The factors determining online food purchases were gender, educational level, occupation, monthly household income, living area, taste-seeking dietary lifestyle, and food purchase competency. Therefore, the results of this study imply that it is necessary to establish confidence and safety in quality to facilitate online food purchases.
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KEYWORD
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online food purchase behavior, determinant factors, dietary lifestyle, food purchase competency
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