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@article{ART002448778},
author={Park Eun Ok and Min-Yeong Park},
title={A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2019},
volume={24},
number={3},
pages={191-199},
doi={10.9708/jksci.2019.24.03.191}

TY - JOUR
AU - Park Eun Ok
AU - Min-Yeong Park
TI - A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -
JO - Journal of The Korea Society of Computer and Information
PY - 2019
VL - 24
IS - 3
PB - The Korean Society Of Computer And Information
SP - 191
EP - 199
SN - 1598-849X
AB - This study is about online purchases of foods that have been reluctant to deal with distribution processes and reliability issues. We find out that attributes of the online food market affects behavior intention and whether it differs according to consumption tendency. A survey was conducted on consumers who had ever purchased food online for hypothesis testing. Reliability and feasibility were reviewed for the collected data and the hypothesis was verified through structural equation model analysis. While product diversity, product information and customer service factors of the online food market significantly affect behavior intention, price is not. We identified differences in the impact of behavior intention on consumption tendencies. For the Gaseongbi group, only the product information factors have significant effect on behavior, and for the Gasimbi group, the price and customer service factors have a significant effect on behavior intention. The findings provide theoretical and practical implications for marketers to study various marketing method based on consumer tendencies.
KW - Product diversity;Product information;Price;Customer service;Behavior intention;Cost-to-benefit ratio;Cost-to-psychological satisfaction ratio
DO - 10.9708/jksci.2019.24.03.191
ER -

Park Eun Ok and Min-Yeong Park. (2019). A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -. Journal of The Korea Society of Computer and Information, 24(3), 191-199.

Park Eun Ok and Min-Yeong Park. 2019, "A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -", Journal of The Korea Society of Computer and Information, vol.24, no.3 pp.191-199. Available from: doi:10.9708/jksci.2019.24.03.191

Park Eun Ok, Min-Yeong Park "A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -" Journal of The Korea Society of Computer and Information 24.3 pp.191-199 (2019) : 191.

Park Eun Ok, Min-Yeong Park. A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -. 2019; 24(3), 191-199. Available from: doi:10.9708/jksci.2019.24.03.191

Park Eun Ok and Min-Yeong Park. "A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -" Journal of The Korea Society of Computer and Information 24, no.3 (2019) : 191-199.doi: 10.9708/jksci.2019.24.03.191

Park Eun Ok; Min-Yeong Park. A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -. Journal of The Korea Society of Computer and Information, 24(3), 191-199. doi: 10.9708/jksci.2019.24.03.191

Park Eun Ok; Min-Yeong Park. A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -. Journal of The Korea Society of Computer and Information. 2019; 24(3) 191-199. doi: 10.9708/jksci.2019.24.03.191

Park Eun Ok, Min-Yeong Park. A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -. 2019; 24(3), 191-199. Available from: doi:10.9708/jksci.2019.24.03.191

Park Eun Ok and Min-Yeong Park. "A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -" Journal of The Korea Society of Computer and Information 24, no.3 (2019) : 191-199.doi: 10.9708/jksci.2019.24.03.191