Purpose The purpose of this study to explore factors consumers prioritize when purchasing seafood online. The originality of the study lies on adopting AHP-based approach in analyzing prioritized purchasing factors of seafood online. Design/methodology/approach A survey was conducted targeting Korean consumers who have purchased seafood online. AHP method was applied to rank factors consumers prioritize before making decision. Findings First, product’s factor ranked first among other high level factors including delivery service, seller, online platform. Second, sanitation, taste, country of origin ranked first, second, third respectively, within product’s factors. Third, safe delivery, timeliness, information accuracy ranked first, second, third respectively, within delivery factors. Fourth, consumer reviews, consumer response ability, promotion ranked first, second, third within seller factors. Fifth, Personal information management system, credibility, user-friendliness ranked first, second, third, within online platform factors. Research implications or Originality To activate seafood online market, it is crucial to assure consumers that the seafood is well managed in a sanitary way from the production site to table. Existing government programs such as seafood traceability system, HACCP, and cold-chain infrastructure needs improvement. Due to highly perishable characteristic of seafood , delivery factors matter when purchasing online. Online platforms needs to continue to improve delivery service. Seafood products are mostly not branded and without objective information about their properties. Creating quality classification and seafood brands are likely to help consumers chose seafood online.
Ⅱ. 선행 연구
Ⅳ. 실증분석 결과