(2019년 국제학술대회) 온라인을 통한 떡 구매의도 결정 요인에 관한 연구

A Study on the Determinants of ‘Tteok’ Purchase Intention through Online

This study examined ‘Tteok’ purchase intention through online. Recently, consumption of traditional food and ‘Tteok’ has increased but there was not much research on this field especially online distribution market. The purpose of this study is as follows: First, this study examines the literature review on online food purchasing factors, traditional desserts industry prospects, online reports and related research. Second, the factors affecting the purchase of food online are classified and conceptualized according to characteristics of consumers and characteristics of online technology. Third, develop a research models and hypotheses about the relationship between consumer s online purchase intention and related factors. Fourth, develop a questionnaire for focus group interviews for in - depth analysis and measurement tools that can measure consumer demographic characteristics, leading factors, independent factors, and dependent factors. Therefore, the results of this study will be able to provide marketing implications for ‘Tteok’ sales.