주부들의 식생활 라이프스타일에 따른 인터넷 식품 구매 행태에 관한 연구

Abstract

This study was conducted to investigate the types of internet food purchases that housewives would make according to their diet and lifestyles. A total of 276 people were recruited and a survey was conducted. We surveyed general characteristics such as taste, planning, health, and convenience. The pros and cons of each characteristic were also surveyed. The characteristics and general information of subjects were taken into consideration when analyzing the result of the survey. Four factor scores were used as reference variables to classify subject as "taste seeking groups", "planning seeking groups", "health seeking groups" and "convenience seeking groups"(p<0.01). Taste-seeking groups and convenience seeking groups showed higher percentage of full-time housewives, education, income and food expenses than other groups(p<0.01). The taste-seeking group had 46.6% of the internet purchase satisfaction compared to other groups(p<0.01). They purchased fruit and local specialities with high proportions. The plan-seeking group had a high percentage of dissatisfied people(p<0.1), citing food conditions(33.3%) and freshness problems(16.3%). However, the experience of purchasing kimchi(75.5%) was good(p<0.01). Health-seeking groups purchased convenience food, fruit and grain in high proportions while kimchi purchases had the lowest proportion at 13.0%(p<0.1). Convenience group purchased fruits and convenience foods. All groups purchased fruit and convenience food in high percentages. The positive result of the study was that most housewives who were subjects of the survey got information about food items purchased on the Internet. Negative satisfaction s also provided. Food should be healthy and safe. Therefore, it is necessary to have a system to guarantee the quality of these foods and certify the food sold on the internet so that consumers do not feel anxiety about food purchase, thus increasing their trust in food quality.