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자료유형
학술저널
저자정보
최순화 (동덕여자대학교)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.29 No.1(Wn.150)
발행연도
2023.1
수록면
110 - 120 (11page)

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연구배경
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초록· 키워드

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Despite the rapid progress of digitization, the market that does not use online purchases still accounts for a large portion. Focusing on the consumers who do not purchase food online, this study classifies the market and analyzes differences among the groups. Data of 1,646 people who responded that they did not purchase groceries online were extracted from the 2021 Food Consumption Behavior Survey were segmented based on food lifestyle. Exploratory factor analysis showed that food lifestyle is composed of health, value, and convenience factors. As a result of cluster analysis, the online food non-purchasing market was classified into health-seeking, convenience-seeking, value-seeking, and indifferent types. As for the health-seeking type, the proportions of non-metropolitan residents and the 70s was large, and difficulty in using the Internet was identified as an main obstacle to online purchases. Convenience-seeking type is characterized by a large proportion of middle-class in the 50s and those who do not purchase online due to difficulties in waiting for delivery, exchanges, and returns. The value-oriented type, with a large proportion of non-metropolitans and the 60s, tends to consider the online product information insufficient. The indifferent type is characterized by a large proportion of single households in the metropolitan and not using online due to the hassle of exchanges and returns. This study contributes to developing research on food market segmentation and providing practical implications for food retailers to understand non-online consumers and to expand their market.

목차

ABSTRACT
1. 서론
2. 이론적 배경
3. 연구 방법
4. 실증분석
5. 결론
REFERENCES

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