Warning: mkdir(): Permission denied in /home/virtual/lib/view_data.php on line 81

Warning: fopen(upload/ip_log/ip_log_2024-09.txt): failed to open stream: No such file or directory in /home/virtual/lib/view_data.php on line 83

Warning: fwrite() expects parameter 1 to be resource, boolean given in /home/virtual/lib/view_data.php on line 84
E-commerce Food Purchases by Adult Women according to their Household Types
Skip Navigation
Skip to contents

Korean J Community Nutr : Korean Journal of Community Nutrition

Search
Advanced Search
OPEN ACCESS
mobile search button mobile menu button

Articles

Page Path
HOME > Korean J Community Nutr > Volume 25(6); 2020 > Article
Research Article
E-commerce Food Purchases by Adult Women according to their Household Types
Yu-Jin Park, Yu-Mi Kim, Mi-Kyeong Choi
Korean Journal of Community Nutrition 2020;25(6):464-473.
DOI: https://doi.org/10.5720/kjcn.2020.25.6.464
Published online: December 31, 2020
1Graduate student, Major in Nutrition Education, Graduate School of Education, Kongju National University, Yesan, Korea
2Graduate student, Division of Food Science, Kongju National University, Yesan, Korea
3Professor, Division of Food Science, Kongju National University, Yesan, Korea
Corresponding author:  Mi-Kyeong Choi,
Email: mkchoi67@kongju.ac.kr
Received: 11 November 2020   • Revised: 8 December 2020   • Accepted: 9 December 2020
  • 39 Views
  • 0 Download
  • 2 Crossref
  • 0 Scopus
prev next
Full Article

Download PDF Download PDF

Abstract

Objectives
The purpose of this study was to compare and analyze e-commerce food purchase behavior and the perceptions of adult women according to their household types. Methods: The e-commerce food purchases of 318 adult women were surveyed and analyzed according to their household types (one-person or couple household (OCH); a household with children (HC); a household with parents (HP)). Results: The total amount of food purchases over 6 months through e-commerce according to household types was in the descending order of OCH (60.3%), HC (57%), and HP (55.1%) thus showing a significant difference (P < 0.05) in behavior between household types. The reasons for purchasing food through e-commerce included: a lower price than offline (30.8%), convenient delivery and transportation (30.2%), and food diversity (21.1%). When purchasing food online, the most important factor was price and quality, followed by quick and accurate delivery for OCH, exact information given about the product for HC, and recommendation from other consumers for HP (P < 0.01). The main foods purchased through e-commerce were coffee, tea (42.1%), instant and frozen foods (39.9%), water, beverages, dairy products (37.7%), snacks, bread, rice cakes (31.5%), and functional foods (27.4%). The percentage of respondents who were very satisfied or satisfied with their ecommerce food purchases was HP (84.1%), OCH (69.9%), and HC (65.6%) in that order (P < 0.05), and 96.5% of all subjects stated that they would be willing to purchase food through e-commerce in the future. The advantages of purchasing food through e-commerce were seen to be the highest in order and payment convenience with 4.1 points out of 5, followed by low price (4.0), variety of products (3.9), and ease of food purchase (3.9).Among the disadvantages listed, concerns about product damage and deterioration during delivery and differences between the displayed product and the delivered product were the highest with 3.7 points. Conclusions: The characteristics and perceptions of female consumers according to household types are important factors in enhancing the reach of e-commerce, and in preparing guidelines for food selection through e-commerce.


Korean J Community Nutr. 2020 Dec;25(6):464-473. Korean.
Published online Dec 31, 2020.
https://doi.org/10.5720/kjcn.2020.25.6.464
Copyright © 2020 The Korean Society of Community Nutrition
Original Article

E-commerce Food Purchases by Adult Women according to their Household Types

Yu-Jin Park,1 Yu-Mi Kim,2 and Mi-Kyeong Choi3
    • 1Graduate student, Major in Nutrition Education, Graduate School of Education, Kongju National University, Yesan, Korea.
    • 2Graduate student, Division of Food Science, Kongju National University, Yesan, Korea.
    • 3Professor, Division of Food Science, Kongju National University, Yesan, Korea.
  • Corresponding author: Mi-Kyeong Choi. Division of Food Science, Kongju National University, Yesan 32439, Korea. Tel: (041) 330-1462, Fax: (041) 330-1469, Email: mkchoi67@kongju.ac.kr
Received November 11, 2020; Revised December 08, 2020; Accepted December 09, 2020.

This is an Open-Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Objectives

The purpose of this study was to compare and analyze e-commerce food purchase behavior and the perceptions of adult women according to their household types.

Methods

The e-commerce food purchases of 318 adult women were surveyed and analyzed according to their household types (one-person or couple household (OCH); a household with children (HC); a household with parents (HP)).

Results

The total amount of food purchases over 6 months through e-commerce according to household types was in the descending order of OCH (60.3%), HC (57%), and HP (55.1%) thus showing a significant difference (P < 0.05) in behavior between household types. The reasons for purchasing food through e-commerce included: a lower price than offline (30.8%), convenient delivery and transportation (30.2%), and food diversity (21.1%). When purchasing food online, the most important factor was price and quality, followed by quick and accurate delivery for OCH, exact information given about the product for HC, and recommendation from other consumers for HP (P < 0.01). The main foods purchased through e-commerce were coffee, tea (42.1%), instant and frozen foods (39.9%), water, beverages, dairy products (37.7%), snacks, bread, rice cakes (31.5%), and functional foods (27.4%). The percentage of respondents who were very satisfied or satisfied with their e-commerce food purchases was HP (84.1%), OCH (69.9%), and HC (65.6%) in that order (P < 0.05), and 96.5% of all subjects stated that they would be willing to purchase food through e-commerce in the future. The advantages of purchasing food through e-commerce were seen to be the highest in order and payment convenience with 4.1 points out of 5, followed by low price (4.0), variety of products (3.9), and ease of food purchase (3.9). Among the disadvantages listed, concerns about product damage and deterioration during delivery and differences between the displayed product and the delivered product were the highest with 3.7 points.

Conclusions

The characteristics and perceptions of female consumers according to household types are important factors in enhancing the reach of e-commerce, and in preparing guidelines for food selection through e-commerce.

Keywords
e-commerce; food purchase; household type; adult women

Tables

Table 1
General characteristics of the subjects according to household types

Table 2
Food purchase attitude in e-commerce according to household types

Table 3
Experience of food purchase in e-commerce according to household types

Table 4
Food purchase satisfaction in e-commerce according to household types

Table 5
Perception on advantages of food purchase in e-commerce according to household types

Table 6
Perception on disadvantages of food purchase in e-commerce according to household types

Acknowledgments

This paper is part of the master's degree research.

References

    1. Choi YJ, Park SH, Lee KS. The impact of e-commerce growth on offline store location: focusing on grocery stores; Proceedings of Korean Geographical Society's Academic Conference; 2019 Nov. 22; Seoul. pp. 174-176.
    1. Lee SL, Lee SJ. The effects of eating habit and food consumption lifestyles on dietary life satisfaction of one-person households. Korea Consum Cult Assoc 2016;19(3):115–133.
    1. Shim JH, Kim JH. A study on purchase factors of customers using e-commerce: focusing on the moderating effect of motivation to use. E-Bus Stud 2020;21(3):77–90.
    1. Kim HC, Kim MR. Analysis of online food purchase behavior and factors determining online purchases by adult consumers. J Korean Soc Food Sci Nutr 2019;48(1):97–108.
    1. Korea National Statistical Office. Trends in online shopping in August 2020 [Internet]. Korea National Statistical Office: 2020 [cited 2020 Nov 5].
      Available from: http://kostat.go.kr/portal/korea/kor_nw/1/12/3/index.board?bmode=read&bSeq=&aSeq=385424&pageNo=1&rowNum=10&navCount=10&currPg=&searchInfo=&sTarget=title&sTxt.
    1. Kim HJ, Lee SY. A study on food purchasing behavior through internet shopping according to food-related lifestyles of housewives. Korean J Hum Ecol 2017;26(6):597–608.
    1. Chung JE, Nguyen TTH, Nguyen TBL, Moon HC. A study of determinants of Korean customers' online food purchasing and food supply chain diversification. E-Trade Rev 2020;18(1):29–48.
    1. Korea National Statistical Office. Future household estimation: 2017-2047 [Internet]. Korea National Statistical Office; 2019 [updated 2019 Dec 16]. [cited 2020 Nov 5].
      Available from: http://kostat.go.kr/portal/korea/kor_nw/1/1/index.board?bmode=read&aSeq=379314.
    1. Jin HJ. For the relation between safety concern for food in restaurants or purchased outside and frequency of eating home food: focused on household type. J Consum Policy Stud 2018;49(1):1–21.
    1. Kim DY, Heo CM. Effects of lifestyle types of city workers on purchase satisfaction of instant convenience food: focusing on the moderating effect of household types and purchase applications. Korean Food Mark Assoc 2018;35(2):21–47.
    1. Lee SL. The effect of household demographic trend on food expenditure pattern. Korea Consum Cult Assoc 2014;17(3):85–104.
    1. Ko MR. In: Food purchasing behaviors of housewives at large-scaled discount stores [master's thesis]. : Ewha Womans University; 2004.
    1. Ly SY, Kim KE, Kwon SJ. Food purchase behavior of Teajon full time housewives with different education levels. J Korean Soc Food Cult 2001;16(2):99–108.
    1. Awe SC. Marketing to moms: getting your share of the trillion dollar market. Libr J 2002;127(17):81.
    1. Min KM, Kim HS. The effect of the dietary life style of female consumers on HMR purchase behavior: HMR involvement as moderating variable. FoodServ Ind J 2017;13(4):65–82.
    1. Kim H, Huh IJ, Lee SY. A study on the utilization and satisfaction of commercially available lunchbox by dietary lifestyle. Korean J Community Nutr 2020;25(4):267–279.
    1. Kim HJ, Lee SY. A study on food purchasing behavior through internet shopping according to food-related lifestyles of housewives. Korean J Hum Ecol 2017;26(6):597–608.
    1. Kim SH, Joo NM. Research on consumer's food purchasing intentions through internet shopping mall. J Korean Soc Food Cult 2007;22(6):705–712.
    1. Park YJ, Kim MH, Choi MK. Food purchase in e-commerce and its relation to food habit of adult women in Incheon and Gyeonggi. J Nutr Health 2019;52(3):310–322.
    1. Kim OK. In: A study on food purchase behavior and satisfaction factor on internet shopping according to consumer lifestyle patterns [master's thesis]. Ewha Womans University; 2010.
    1. Choi SY, Kim MM, Lee EY. A study on the effect of expectancy disconfirmation of food purchase on satisfaction and repurchase intention: focused on TV home shopping. J Tour Leis Res 2014;26(7):523–538.
    1. Sung YA. Cluster analysis for the consumption expenditure patterns of one-person households of different age groups. J Consum Stud 2013;24(3):157–181.
    1. Park JH, You SY. An analysis of consumer behavior on food purchase via internet. Korean J Agric Econ 2017;58(1):43–72.
    1. Lee HJ, Lee MA. Recent trends in consumer's food purchasing behavior by changing grocery shopping environment. Food Ind Nutr 2018;23(1):49–53.
    1. Kim BS. In: The study on the impact of the attributes of online shopping on consumer's shopping satisfaction: focusing on fresh food [master's thesis]. Chung-Ang University; 2007.
    1. Korea National Statistical Office. October 2020 consumer price trend [Internet]. Korea National Statistical Office; 2020 [cited 2020 Nov 3].
      Available from: http://kostat.go.kr/portal/korea/kor_nw/1/1/index.board?bmode=read&aSeq=385918.
    1. Kim HJ, Han JY, Kim MR. Analysis of levels of risk perception using psychometric paradigm and factors affecting concerns about food risk elements of housewives in Daegu. J East Asian Soc Diet Life 2015;25(4):691–702.

Figure & Data

References

    Citations

    Citations to this article as recorded by  Crossref logo
    • Effects of the Perceived Quality and Attitude on Satisfaction in Online Fresh Food Shopping
      Jin-Yi Jeong, Yoon-Ji Choi, Hye-Sung Chae, Jung Shin Choi, Joo-Lee Son
      Journal of the East Asian Society of Dietary Life.2022; 32(3): 202.     CrossRef
    • Examination the Factors that Influence Online Food Purchase Intention : An Empirical Study Based on the Technology Acceptance Model (TAM)
      Jin-Yi Jeong, Yoon-Ji Choi, Hye-Sung Chae, Jung Shin Choi, Joo-Lee Son
      Journal of the East Asian Society of Dietary Life.2021; 31(5): 320.     CrossRef

    Korean J Community Nutr : Korean Journal of Community Nutrition
    © The Korean Society of Community Nutrition.
    Close layer
    TOP