COWORKER로고

온라인 식품 비구매 소비자의 유형에 관한 연구

자연과학 기타자연과학

  • 저자

    최순화

  • 발행기관

    (사)한국조리학회

  • 발행연도

    2023년 vol.29 , no.1 , pp.110~120

  • 작성언어

    한국어

  • 조회수 51
  • 공유 0

부가정보

국문 초록 (Abstract)

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.