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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
  • Abbr : JKSCI
  • 2019, 24(3), pp.191-199
  • DOI : 10.9708/jksci.2019.24.03.191
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : September 28, 2018
  • Accepted : February 18, 2019
  • Published : March 29, 2019

Park Eun Ok 1 Min-Yeong Park 1

1경상대학교

Accredited

ABSTRACT

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.

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