식품정보 획득 경로가 식품구매빈도에 미치는 영향 분석

Analysis of the impact of food information acquisition paths on food purchase frequency

This study investigates the factors influencing consumers choice of food information acquisition paths using the statistical data of 2018 Food Consumption Behavior Survey and analyzes characteristics of food purchase behavior according to food information acquisition paths. Specifically, this study analyzes how the food information acquisition paths affects the frequency of major grocery purchase. In order to analyze factors influencing consumers choice of food information acquisition paths, a multinomial logistic model is used. The ordered probit model is also used to analyze factors affecting the frequency of major grocery purchases according to food information acquisition paths. As a result of the analysis, online food information has been shown to increase the frequency of purchasing online, suggesting that SNS can be utilized as a food information providing means.