Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
권호 표지
DOI QR코드

DOI QR Code

E-commerce Food Purchases by Adult Women according to their Household Types

가구 형태별 성인 여성의 전자상거래 식품 구매 실태

  • Park, Yu-Jin (Major in Nutrition Education, Graduate School of Education, Kongju National University) ;
  • Kim, Yu-Mi (Division of Food Science, Kongju National University) ;
  • Choi, Mi-Kyeong (Division of Food Science, Kongju National University)
  • 박유진 (공주대학교 영양교육대학원) ;
  • 김유미 (공주대학교 식품과학부, 대학원) ;
  • 최미경 (공주대학교 식품과학부)
  • Received : 2020.11.11
  • Accepted : 2020.12.09
  • Published : 2020.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Objectives: The purpose of this study was to compare and analyze e-commerce food purchase behavior and the perceptions of adult women according to their household types. Methods: The e-commerce food purchases of 318 adult women were surveyed and analyzed according to their household types (one-person or couple household (OCH); a household with children (HC); a household with parents (HP)). Results: The total amount of food purchases over 6 months through e-commerce according to household types was in the descending order of OCH (60.3%), HC (57%), and HP (55.1%) thus showing a significant difference (P < 0.05) in behavior between household types. The reasons for purchasing food through e-commerce included: a lower price than offline (30.8%), convenient delivery and transportation (30.2%), and food diversity (21.1%). When purchasing food online, the most important factor was price and quality, followed by quick and accurate delivery for OCH, exact information given about the product for HC, and recommendation from other consumers for HP (P < 0.01). The main foods purchased through e-commerce were coffee, tea (42.1%), instant and frozen foods (39.9%), water, beverages, dairy products (37.7%), snacks, bread, rice cakes (31.5%), and functional foods (27.4%). The percentage of respondents who were very satisfied or satisfied with their e-commerce food purchases was HP (84.1%), OCH (69.9%), and HC (65.6%) in that order (P < 0.05), and 96.5% of all subjects stated that they would be willing to purchase food through e-commerce in the future. The advantages of purchasing food through e-commerce were seen to be the highest in order and payment convenience with 4.1 points out of 5, followed by low price (4.0), variety of products (3.9), and ease of food purchase (3.9). Among the disadvantages listed, concerns about product damage and deterioration during delivery and differences between the displayed product and the delivered product were the highest with 3.7 points. Conclusions: The characteristics and perceptions of female consumers according to household types are important factors in enhancing the reach of e-commerce, and in preparing guidelines for food selection through e-commerce.

Keywords

References

  1. Choi YJ, Park SH, Lee KS. The impact of e-commerce growth on offline store location: focusing on grocery stores. Proceedings of Korean Geographical Society's Academic Conference; 2019 Nov. 22; Seoul: p. 174-176.
  2. Lee SL, Lee SJ. The effects of eating habit and food consumption lifestyles on dietary life satisfaction of one-person households. Korea Consum Cult Assoc 2016; 19(3): 115-133.
  3. Shim JH, Kim JH. A study on purchase factors of customers using e-commerce: focusing on the moderating effect of motivation to use. E-Bus Stud 2020; 21(3): 77-90. https://doi.org/10.20462/TeBS.2020.06.21.3.77
  4. Kim HC, Kim MR. Analysis of online food purchase behavior and factors determining online purchases by adult consumers. J Korean Soc Food Sci Nutr 2019; 48(1): 97-108. https://doi.org/10.3746/jkfn.2019.48.1.097
  5. Korea National Statistical Office. Trends in online shopping in August 2020 [Internet]. Korea National Statistical Office; 2020 [cited 2020 Nov 5]. Available from: http://kostat.go.kr/portal/korea/kor_nw/1/12/3/index.board?bmode=read&bSeq=&aSeq=385424&pageNo=1&rowNum=10&navCount=10&currPg=&searchInfo=&sTarget=title&sTxt.
  6. Kim HJ, Lee SY. A study on food purchasing behavior through internet shopping according to food-related lifestyles of housewives. Korean J Hum Ecol 2017; 26(6): 597-608. https://doi.org/10.5934/kjhe.2017.26.6.597
  7. Chung JE, Nguyen TTH, Nguyen TBL, Moon HC. A study of determinants of Korean customers' online food purchasing and food supply chain diversification. E-Trade Rev 2020; 18(1): 29-48.
  8. Korea National Statistical Office. Future household estimation: 2017-2047 [Internet]. Korea National Statistical Office; 2019 [updated 2019 Dec 16; cited 2020 Nov 5]. Available from: http://kostat.go.kr/portal/korea/kor_nw/1/1/index.board?bmode=read&aSeq=379314.
  9. Jin HJ. For the relation between safety concern for food in restaurants or purchased outside and frequency of eating home food: focused on household type. J Consum Policy Stud 2018; 49(1): 1-21. https://doi.org/10.15723/JCPS.49.1.201804.1
  10. Kim DY, Heo CM. Effects of lifestyle types of city workers on purchase satisfaction of instant convenience food: focusing on the moderating effect of household types and purchase applications. Korean Food Mark Assoc 2018; 35(2): 21-47.
  11. Lee SL. The effect of household demographic trend on food expenditure pattern. Korea Consum Cult Assoc 2014; 17(3): 85-104
  12. Ko MR. Food purchasing behaviors of housewives at large-scaled discount stores [master's thesis]. Ewha Womans University; 2004.
  13. Ly SY, Kim KE, Kwon SJ. Food purchase behavior of Teajon full time housewives with different education levels. J Korean Soc Food Cult 2001; 16(2): 99-108.
  14. Awe SC. Marketing to moms: getting your share of the trillion dollar market. Libr J 2002; 127(17): 81.
  15. Min KM, Kim HS. The effect of the dietary life style of female consumers on HMR purchase behavior: HMR involvement as moderating variable. FoodServ Ind J 2017; 13(4): 65-82. https://doi.org/10.22509/kfsa.2017.13.4.004
  16. Kim H, Huh IJ, Lee SY. A study on the utilization and satisfaction of commercially available lunchbox by dietary lifestyle. Korean J Community Nutr 2020; 25(4): 267-279. https://doi.org/10.5720/kjcn.2020.25.4.267
  17. Kim HJ, Lee SY. A study on food purchasing behavior through internet shopping according to food-related lifestyles of housewives. Korean J Hum Ecol 2017; 26(6): 597-608. https://doi.org/10.5934/kjhe.2017.26.6.597
  18. Kim SH, Joo NM. Research on consumer's food purchasing intentions through internet shopping mall. J Korean Soc Food Cult 2007; 22(6): 705-712.
  19. Park YJ, Kim MH, Choi MK. Food purchase in e-commerce and its relation to food habit of adult women in Incheon and Gyeonggi. J Nutr Health 2019; 52(3): 310-322. https://doi.org/10.4163/jnh.2019.52.3.310
  20. Kim OK. A study on food purchase behavior and satisfaction factor on internet shopping according to consumer lifestyle patterns [master's thesis]. Ewha Womans University; 2010.
  21. Choi SY, Kim MM, Lee EY. A study on the effect of expectancy disconfirmation of food purchase on satisfaction and repurchase intention: focused on TV home shopping. J Tour Leis Res 2014; 26(7): 523-538.
  22. Sung YA. Cluster analysis for the consumption expenditure patterns of one-person households of different age groups. J Consum Stud 2013; 24(3): 157-181.
  23. Park JH, You SY. An analysis of consumer behavior on food purchase via internet. Korean J Agric Econ 2017; 58(1): 43-72. https://doi.org/10.24997/KJAE.2017.58.1.43
  24. Lee HJ, Lee MA. Recent trends in consumer's food purchasing behavior by changing grocery shopping environment. Food Ind Nutr 2018; 23(1): 49-53.
  25. Kim BS. The study on the impact of the attributes of online shopping on consumer's shopping satisfaction: focusing on fresh food [master's thesis]. Chung-Ang University; 2007.
  26. Korea National Statistical Office. October 2020 consumer price trend [Internet]. Korea National Statistical Office; 2020 [cited 2020 Nov 3]. Available from: http://kostat.go.kr/portal/korea/kor_nw/1/1/index.board?bmode=read&aSeq=385918.
  27. Kim HJ, Han JY, Kim MR. Analysis of levels of risk perception using psychometric paradigm and factors affecting concerns about food risk elements of housewives in Daegu. J East Asian Soc Diet Life 2015; 25(4): 691-702. https://doi.org/10.17495/easdl.2015.8.25.4.691

Cited by

  1. 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