A Study on Food Shopping User Experience Design of Omni-channel

옴니채널에서 식품쇼핑의 사용자 경험 디자인 연구

  • Kim, Ji-Hea (Dept. of Digital Media Design, HongIk University, International Design School for Advanced Studies) ;
  • Kim, Seung-In (Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 김지해 (홍익대학교 국제디자인전문대학원 디지털미디어디자인전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원)
  • Received : 2016.06.01
  • Accepted : 2016.07.20
  • Published : 2016.07.28


This study is a food shopping experience of omni-channel. Food threats and healthy living concerns bring different channels in led to increase reasonable way such as various demand. Omni-channels should be premised on understanding customer behavior as well as empirical user types in which considerations including the value of experience and understanding consumer behavior. Online survey result showed that, (1)offline food shopping, major retail store with quality, buy fresh food directly 2~3 times a month (2)online food shopping, e-commerce site with costs, buy fruits & nuts 2~3 times a month. After in-depth interview with eight high quality participants, I analyzed needs for food shopping experience in regard to the four steps food purchasing journey then derived a persona with integral value 'health' and 'diet'. It is classified into two types. One is the primary persona, family and health oriented, considering household money 'saving', and other is secondary persona, work and personal oriented, looking forward to 'automatic supply'. The result of this study provided an insight that help us explore ways to resolve function and services in the context of a healthy and balanced diet for improving food shopping experience of omni-channel.


omni-channel;food shopping;food purchase;consumer behavior model;shopping experience


  1. Lindquist, J. D., "Meaning of Image", Journal of Retailing, 50(Winter), pp.29-37, 1975
  2. Cheol Park, "An Experimental Study on the Factors Influencing Purchasing Intention on the Internet", Korea Distribution Association, pp.111-141, 2000
  3. Kwang-Ok Ha, "A study on the shopping channel choice of consumer according to consumer purchase characteristics and MD choice characteristics : focusing on food MD", The Graduate School of Chung-Ang University, pp.23-27, 2015
  4. Mathwick, C. & Rigdon, E. Play, "Flow and the Online Search Experience". Journal of Consumer Research, 31(Sep), pp.324-332, 2004
  5. Hyung-Taik Kim, "What should we do for Omni-channel & O2O", eBizbooks, 2015
  6. DOI :
  7. Eun-Hye Park, "A Case Study Research on Omni Channel from the Perspective of Customer Experience - Focused on the Hyundai Card-", Graduate School of Techno Design, Bookman University, pp.6-15, 2105
  8. Erin Harris, "an interview with Ravi Bagal", the vice president and global managing director of retail and distribution at Verizon Wireless, 2012
  9. Hye-Sook Seung, "A study on using behavior of bakery dietary lifestyle", Ewha Womans University, pp.1-23, 2005
  10. Won-Moo Hur, Hyung-Tark Lee, Wan-Soo Lee, "A Study on Female Lifestyles-based Market Segmentation of the Kitchen Appliances", Korea Marketing Review, Vol.21 No.2, pp.53-84, 2006
  11. Ok-Kyoung Kim, "A Study on Food Purchase Behavior and Satisfaction Factor on Internet Shopping according to Consumer Lifestyle Patterns", The Graduate School of Ewha Womans University, pp.1-24, 2009
  12. 2015 Trend Code, Korea Institute Design Promotion, pp.146-182, 2015
  13. May 2016 Shopping Trends, Statistical Office, pp.5-26, 2016
  14. Stephen R Anderson, Seductive Interaction Design, 2011
  15. Had-Sik Lee, Young Kim, "Service Quality and Service Value", Asia marketing Journal, Vol.1 No.2, pp.77-99, 1999
  16. Swang-Won Park, "Mobile shopping service that reflected the on-offline converged circumstance", The Graduate School of Seoul National University, pp. 7-18, 2015
  17. Human Motivation Wheel: McClelland et al, 1953; Murray, 1943; Schmalt, 2005; Winter, 1992; Heyns, Veroff, & Atkinson, 1992; Costa & McCrae, 1993 and neuroscience
  18. Cheol Park, "A Study on online experiential value mode", Korea Distribution Association, pp. 245-272, 2002
  19. Young-Hee Joh, "A Framework for IoT-Based Convergence Personalized Menu Recommendation System", Journal of the Korea Convergence Society, Vol. 5, No. 4, pp. 147-153, 2014.
  20. Sang-Hyun Lee, "A Study on Determining Factors for Manufacturers to Distributors Warehouse in Supply Chain", Journal of the Korea Convergence Society, Vol. 4, No. 2, pp. 15-20, 2013.