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A Survey on Food Purchasing of Internet Users via On-line Shopping
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인터넷 사용자의 온라인 식품 구매 실태 조사

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Type
Academic journal
Author
Nam, Se Hyun (숙명여자대학교 전통문화예술대학원 전통식생활문화전공) Sim, Ki Hyeon (숙명여자대학교 전통문화예술대학원 전통식생활문화전공)
Journal
Korean Society of Food and Cookery Science 한국식품조리과학회지 한국식품조리과학회지 제29권 제4호 KCI Accredited Journals
Published
2013.1
Pages
367 - 376 (10page)

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

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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.
#internet shopping mall #purchasing attribute #food consumer #cluster analysis

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Korea Communications Commission / 2011 / Survey on the internet usage. 2012 :90~484 google schola Statistics Korea. / 2012 / E-commerce and cyber shopping survey in the 4th quarter of 2011 and whole year of 2011 :1~50 google schola Ajunews / Consumer increase food and drink purchases through the mall google schola 안주아 / 2008 / 인터넷 쇼핑몰 브랜드 소비자의 구매경험에 따른 지각된 위험과 정보탐색 및 구매의도에 미치는 영향 / 언론과학연구 8(1):161~194 dbpia Cho EJ / 2003 / The survey of consumer’s satisfaction on using internet food shopping mall google schola

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