The online agri-food market has grown rapidly, accounting for 16% of the total online market. It was surveyed that the proportion of households purchasing food online is increasing, and the frequency of purchase is increasing. In this situation, food safety and food labeling were investigated as important factors in online food purchase. Therefore, in this study, the effect of food safety and food labeling on online food purchase was analyzed for consumers who purchase food online. For the study, data from the 2020 Food Consumption Behavior Survey were used, and PLS-SEM analysis methods suitable for exploratory structural model research were used. As a result of the analysis, it was verified that food safety and food labeling are important factors for consumers who purchase food online. This study is expected to provide basic information on consumer purchasing behavior to online food market stakeholders such as online distributors and producers.