식품 구매 시 온라인 활용과 소비자 특성

(Demographic Characteristics of Consumers Dichotomized by Online Use When Purchasing Food)

This study examines demographic characteristics related to the most important reasons for using or not using online when purchasing groceries. A CRT analysis, one of data mining techniques, was used. Demographic groups were broken down into sub-groups according to the main reason. Result show that 30.2% of consumers use online when purchasing groceries. The reasons for using online are delivery, price and quality and the reasons for not using it are difficult to use online’ and ‘not trustable in quality’. Housewives/managers, experts, clerks, soldiers, students, unemployed groups were more likely to concern quality of food. The group with the highest emphasis on price was those who are under 35 years old and work indevice, machine, operation, assembling and farmer, fisher, simple labour, and the next group was between 35 and 42 years old. The group with the highest importance on delivery was those who do not cook at home, and the next group was those who are in middle-class in income and cook at home but with no cars or multiple cars. The group with less than 60 s and the group of households with more than 2 people with high interest in health show relatively higher proportions on not using online because of ‘not trusting quality’. Next group was those who are less than 60’s and the group of households with more than 2 people with less interest in health.