DOI QR코드

DOI QR Code

A Survey on Food Purchasing of Internet Users via On-line Shopping

인터넷 사용자의 온라인 식품 구매 실태 조사

  • Nam, Se Hyun (Department of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women's University) ;
  • Sim, Ki Hyeon (Department of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women's University)
  • 남세현 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공) ;
  • 심기현 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공)
  • Received : 2013.04.15
  • Accepted : 2013.07.11
  • Published : 2013.08.30

Abstract

The objectives of this study are to provide the food market of internet shopping malls with effective marketing data, to provide basic data for the development of related fields of the study, and ultimately to increase the satisfaction of food consumers of internet shopping malls. To achieve the object of this research, a cluster analysis of the research subjects was carried out based on the following 5 factors of food purchasing attribute that had been deduced by a factor analysis by the types of food purchasers: quality characteristics, informativity, convenience, price and diversity. According to the result of the cluster analysis, the research subjects were classified into the 2 clusters of diversity and informativity. The deduced 2 clusters, together with age and occupation among general characteristics, were used as independent variables to find out food purchasing behaviors and satisfaction at internet shopping malls. The results are as follows: Regarding the frequency of food purchasing experiences at internet shopping malls according to occupation, the highest frequency was shown by those involved in service, sales and self-employed businesses; whereas regarding the frequency according to age, those in their 30s and 40s showed the highest frequency. The total amount of money spent on food purchasing for 1 year at internet shopping malls was shown to increase as age increased. The frequency of the purchasing experiences of agricultural products and fish products was shown to be higher as age increased. However, overall purchase satisfaction was highest among those in their 30s, while lowest among those in their 40s. Regarding satisfaction by the types of food purchased via internet shopping malls, satisfaction was relatively higher with common foods and functional foods, while lower with fish products. Taken together, it was concluded that purchasing behaviors at internet food shopping malls, such as the frequency of purchasing experiences and purchase amount, varied depending on age rather than purchasing attribute. Accordingly, in order to vitalize internet food shopping malls, it would be necessary to provide customized food shopping information for individual age groups.

Keywords

References

  1. Korea Communications Commission. 2011 Survey on the internet usage. 2012. pp 90-484
  2. Statistics Korea. E-commerce and cyber shopping survey in the 4th quarter of 2011 and whole year of 2011. 2012. pp 1-50
  3. Ajunews. 2012. 'Consumer increase food and drink purchases through the mall'. Available from: http://www.ajunews.com/common/redirect.jsp?newsId=20121112000452. Accessed November 12, 2012
  4. Ahn JA. 2008. Perceived risk of internet shopping mall brand consumers according to purchasing experience and the effect of perceived risk on information search and purchasing intention. J Commun Sci 8(1): 161-194
  5. Cho EJ. 2003. The survey of consumer's satisfaction on using internet food shopping mall. Masterate thesis. Sookmyung Women's University. pp 1-61
  6. Cho JH. 2010. Consumers' adherence to channels of TV home shopping and internet shopping malls and their purchase behavior. Doctoral thesis. Chung-ang University. pp 21-88
  7. Choi SY. 2006. Degree of satisfaction of food buyers from home shopping and experience of returns. Masterate thesis. Ewha Women's University. pp 10-55
  8. Jeong GH. 2009. A study on food purchase behavior and satisfaction on home shopping according to wive's food related lifestyle. Masterate thesis. Sejong University. pp 18-71
  9. Kim SH, Joo NM. 2007. Research on consumer's food purchasing intentions through internet shopping mall. Korean J Food Culture 22(6): 705-712
  10. Lee JK, Choi HL, Kim HS, Lee KJ. 1999. Principles of electronic commerce. Bubyoungsa.
  11. Lee SB. 2009. Factors affecting uses of TV home-shopping channels and purchase intention. Doctoral thesis Sungkyunkwan University. pp 9-136
  12. Nam SH. 2012. A food consumption behavior analysis of internet shopping mall and TV home shopping according to purchasing attributes. Masterate thesis. Sookmyung Women's University. pp 1-91
  13. Oh OH. 2005. The investigation of internet food shopping malls and the plan for vitalization of food e-business: focused on case studies. Masterate thesis. Chung-ang. University. pp 1-61
  14. Park EJ. 2008. Consumer buying behavior toward internet shopping of home meal replacement. Masterate thesis. Yonsei University. pp 1-84
  15. Park GH. 2007. Current status and growth plans of online business for food commodities. Masterate thesis. Chung-ang University. pp 30-55

Cited by

  1. The Study of Impact of Mobile App Attributes for Fresh Food on Customers’ Trust, Satisfaction and Net Benefit vol.17, pp.4, 2016, https://doi.org/10.20462/TeBS.2016.08.17.4.175
  2. Effects of Corporate Social Responsibility (CSR) on Consumers' Food Purchasing Intention according to Purchasing Attributes vol.27, pp.5, 2014, https://doi.org/10.9799/ksfan.2014.27.5.859
  3. Purchasing Needs of Frying Powder according to Purchasing Attributes : Analysis for Selection Attributes through Importance-Satisfaction Analysis and Conjoint Analysis vol.27, pp.3, 2017, https://doi.org/10.17495/easdl.2017.6.27.3.243
  4. A Survey on Intake of Protein Supplement of University Students Majoring in Physical Education vol.43, pp.10, 2014, https://doi.org/10.3746/jkfn.2014.43.10.1607
  5. A study on food purchasing behavior through internet shopping according to food-related lifestyles of housewives vol.26, pp.6, 2017, https://doi.org/10.5934/kjhe.2017.26.6.597
  6. 패스트푸드 레스토랑의 서비스 품질과 브랜드 신뢰, 브랜드 차별, 그리고 재방문 의도 간의 영향관계에 대한 연구 vol.23, pp.8, 2013, https://doi.org/10.20878/cshr.2017.23.8.012
  7. 인천 및 경기지역 성인 여성의 전자상거래에서 식품 구매실태와 식습관과의 관련성 vol.52, pp.3, 2019, https://doi.org/10.4163/jnh.2019.52.3.310
  8. 한약재 함유 소화효소제품 복용에 대한 소비자들의 체험에 관한 질적 연구 vol.41, pp.1, 2013, https://doi.org/10.22246/jikm.2020.41.1.14
  9. Examination the Factors that Influence Online Food Purchase Intention : An Empirical Study Based on the Technology Acceptance Model (TAM) vol.31, pp.5, 2021, https://doi.org/10.17495/easdl.2021.10.31.5.320