소비자의 인터넷을 통한 식품 구매행동 분석

An Analysis of Consumer Behavior on Food Purchase via Internet

The purpose of this study was to analyze consumer behavior on food purchase via internet. To do this, first, consumer behavior in general was explained by presenting consumer characteristics such as food purchasing experience via internet, and purchasing place and reasons. Second, logit analysis was used to explore influencing factors on food purchasing experience via internet, and multinomial logit analysis was used to explore influencing factors on choosing internet food pur-chasing place. Finally, influencing factors on satisfaction of consumers’ on food purchasing via in-ternet was explained by using bivariate probit analysis. As the results, first, living place, home cooking, double income, age, education and job of householder were found to significantly influence on experiencing food purchase via internet. Second, characteristics of consumers such as living place, household size, income and food expenditure and health concern were found to more sig-nificantly influence to choose a place of food purchase via internet. Third, influencing factors on consumer satisfaction of price and quality after purchasing food via internet were found to be sig-nificantly different. Price satisfaction was found to be significantly influenced by household size, frequency of food purchase via internet, purchasing place, income and health concern and quality satisfaction was found to be significantly influenced by household size, food life satisfaction, in-come, living in apartment, while age, education and job of householder were not.