비선형 이중차분법을 이용한 맞벌이 가구의 온라인 식품 구입 빈도 분석

Analysis of Online Food Purchase Frequency in Dual-Income Households Using the Nonlinear Difference in Differences

Dual-income households often prefer online food purchases as a way to save time on household tasks. This study analyzes the effect of dual-income status on the frequency of online food purchases. Using propensity score matching(PSM), similar treatment and control groups were created, and a nonlinear difference-in-differences(DID) model, based on Karaca-Mandic et al.(2012) and Puhani(2012), was applied. The results show that dual-income status increases the probability of high-frequency online food purchases by 6.8 and 8.4 percentage points, respectively. Additionally, the transition rate analysis reveals that low-frequency consumers are more likely to shift to high-frequency online food purchases after becoming part of a dual-income household. These findings suggest that dual-income households not only increase online food purchases among existing users but also generate new demand from those who previously consumed less. This study provides useful insights for identifying potential future consumers in the growing online food market.