Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effect of the Attributes of Online Food Market on Behavior Intention - An Analysis of the Moderator effect on the consumption tendency -

  • Park, Eun-Ok (Dept. of Industrial Management, Gyeongsang National University) ;
  • Park, Min-Yeong (Dept. of Industrial Management, Gyeongsang National University)
  • Received : 2018.09.28
  • Accepted : 2019.02.18
  • Published : 2019.03.29
Download PDF
⟨ Previous Next ⟩

Abstract

This study is about online purchases of foods that have been reluctant to deal with distribution processes and reliability issues. We find out that attributes of the online food market affects behavior intention and whether it differs according to consumption tendency. A survey was conducted on consumers who had ever purchased food online for hypothesis testing. Reliability and feasibility were reviewed for the collected data and the hypothesis was verified through structural equation model analysis. While product diversity, product information and customer service factors of the online food market significantly affect behavior intention, price is not. We identified differences in the impact of behavior intention on consumption tendencies. For the Gaseongbi group, only the product information factors have significant effect on behavior, and for the Gasimbi group, the price and customer service factors have a significant effect on behavior intention. The findings provide theoretical and practical implications for marketers to study various marketing method based on consumer tendencies.

Keywords

CPTSCQ_2019_v24n3_191_f0001.png 이미지

Fig. 1. Research model

Table 1. The volume of online shopping in food groups

CPTSCQ_2019_v24n3_191_t0001.png 이미지

Table 2. Measurement item of a variable

CPTSCQ_2019_v24n3_191_t0002.png 이미지

Table 3. Characteristic of sample

CPTSCQ_2019_v24n3_191_t0003.png 이미지

Table 4. Verification factor analysis

CPTSCQ_2019_v24n3_191_t0004.png 이미지

Table 5. Correlation analysis

CPTSCQ_2019_v24n3_191_t0005.png 이미지

Table 6. Hypothesis test result(1)

CPTSCQ_2019_v24n3_191_t0006.png 이미지

Table 7. Hypothesis test result(2)

CPTSCQ_2019_v24n3_191_t0007.png 이미지

References

  1. Statistics Korea Homepage, http://kostat.go.kr/portal/korea/index.action, 1. Sep, 2018.
  2. Shin, Ji-An, Yang, Suk-Joon, "The effects of Consumption Value on Information channel choice in region based small serice company: focus on consumers of salon industry" The Journal of Business Education, Vol. 29, No. 6, pp. 75-101, 2015. https://doi.org/10.34274/KRABE.2015.29.6.004
  3. Kang, E. M. and Park, E. J., “Impact Factors on Consumer Satisfaction in Apparel Buying Behavior,” The Korean Society of Clothing and Textiles, Vol. 27, No. 1, pp. 29-39, 2003.
  4. Kim, C. G., "The Effects of Internet Shopping Mall Attributes on Shopping Value, Consumer Satisfaction and Customer Loyalty," Korean Corporation Management Association, Vol. 47, pp. 63-86, 2013.
  5. Lee, Seung-Min, Ku, Yang-Suk, “A study on the determinative factors for on-line consumer satisfaction in fashion products -focused on the pPurchasing experience and future purchasing intention of internet fashion products-,” Family and environment research, Vol. 41, No. 9, pp. 93-103, 2004.
  6. Kim. M. H., "The Effect of Online Store Attributes on the Shopping Satisfaction: Mainly Focusing on the Control Effect of Shopping Styles and Shopping Mall Type Characteristics," Graduate School of Chung-Ang University, 2010.
  7. Ahn, T., S. Ryu, and I. Han, "The impact of Web quality and playfulness on user acceptance of online retailing," Information & Management, Vol. 44, No. 3, pp. 263-275. 2007. https://doi.org/10.1016/j.im.2006.12.008
  8. Sin, S. Y. and Kim, M. J., " Purchase Satisfaction of Apparel for Internet Fashion Shopping Mall Users: Focused on 20's-30's Men and Women," The Research Journal of the Costume Culture, Vol. 11, No. 4, pp. 487-499, 2003.
  9. Hong, H. S., "Effect of Apparel Merchandise on Experienced Emotion for Apparel Shopping and Attitude toward the Internet Store," Journal of the Korean Society of Clothing and Textiles, Vol. 29, No. 3,4, pp. 478-490, 2005.
  10. Hwang, Y. C., "A Study on Influencing Factors of Consumer Satisfaction, and Behavior after Purchase in Online Shopping for Agricultural Products," Journal of Marketing Studies, Vol. 21, No. 2, pp. 59-71, 2013.
  11. Quelch, J. A. and L. R. Klein, "The Internet and international marketing," Sloan Management Review, Vol. 37, No. 3, 1996.
  12. Zeithaml, V. A., "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence," The Journal of Marketing, pp. 2-22, 1988.
  13. Baker, J., A. Parasuraman, D. Grewal, and G. B. Voss, "The influence of multiple store environment cues on perceived merchandisevalue and patronage intentions," Journal of Marketing, Vol. 66, No. 2, pp. 120-141, 2002. https://doi.org/10.1509/jmkg.66.2.120.18470
  14. Dodds, W. B., K. B. Monroe, and D. Grewal, "Effects of price, brand, and store information on buyers' product evaluations," Journal of Marketing Research, pp. 307-319, 1991,
  15. Grewal, D., R. Krishnan, J. Baker, and N. Borin, "The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions," Journal of Retailing, Vol. 74, No. 3, pp. 331-352, 1998. https://doi.org/10.1016/S0022-4359(99)80099-2
  16. Lee, Y. J. and Park, K. A., "Shoppers' Attitude toward Online Stores : Effects on Store Satisfaction and Store Loyalty," Family and Environment Research, Vol. 40, No. 5, pp. 53-62, 2002.
  17. Jung, Ki-Su, "Study on processed foods purchase decision factors in open market," The e-business studies, Vol. 13, No. 1, pp. 269-290, 2012. https://doi.org/10.15719/geba.13.1.201203.269
  18. Liao, Z. and M. T. Cheung, "Internet-based e-shopping and consumer attitudes: an empirical study", Information & Management, Vol. 38, No. 5, pp. 299-306. 2001. https://doi.org/10.1016/S0378-7206(00)00072-0
  19. Lee, T. S. and Choi, Y. C., "Measurement of Customers Satisfaction in Agricultural E-Commerce," Korean Journal of Agriculture Extension," Vol. 11, No. 1, pp. 125-137, 2004.
  20. Joh, Y. H., "The Effect of Trust and Satisfaction on Purchase Intention in the Electronic Commerce of Agricultural Products," The Korean Society of Community Living Science, Vol. 21, No. 2, 2010.
  21. Park, Sung-Kyu, Park, Yeung-Bong, "A Study on the Effects of e-Store Attributions on Web Site Loyalty, Journal of Global Academy of Marketing Science," Journal of Global Academy of Marketing Science, Vol. 15, No. 1, pp. 21-39, 2005. https://doi.org/10.1080/12297119.2005.9707475
  22. Yum, Chang-Seon, Jee, Hyo-Won, "An empirical analysis of consumer satisfaction for internet shopping mall," Journal of the society of Korea industrial and systems engineering, Vol. 23, No. 59, pp. 69-77, 2000.
  23. Kim, Dong-Hwan, "Satisfaction and Dissatisfaction factors and success strategies of agro-food internet shopping malls, Korean journal of food marketing economics, Vol. 19, No. 1, pp. 105-125, 2002.
  24. Kim, D. W., Kim. S. K., Kim, Y. N., Bae, J. H. and Cheong, H. J., "Gaseongbi Marketing," Excellence Marketing for Customer, Vol. 51, No. 1, pp. 62-70, Jan. 2017.
  25. Park, K. S. and Hong, J. W., "The Moderating Effects of Cost-to-benefit ratio between In-flight Service and Recommendation," Asia-pacific journal of multimedia services convergent with Art, Humanities, and Sociology. Vol. 7, No. 2, pp. 57-66, 2017. https://doi.org/10.14257/AJMAHS.2017.02.77
  26. Berne, C., Mugica, J. M., and Yague, M. J., "Journal of Retailing and Consumer Services," Vol. 8, No. 6, pp. 335-345, 2001. https://doi.org/10.1016/S0969-6989(01)00002-9
  27. Parasuraman, A. and Grewal, D., "The Impact of Technology on the Quality-Value-Loyalty," Journal of Academy of Marketing Science, Vol. 28, No. 1, pp. 168-174, 2000. https://doi.org/10.1177/0092070300281015
  28. Yu, G. H., Lee, Y. J., Choi, J. W. and Homg, D. K., "Gasimbi Marketing," Excellence Marketing for Customer, Vol. 52, No. 2, pp. 65-70, Feb. 2018.
  29. Ajzen, I., & Fishbein, M.. "Understanding attitudes and predicting social behavior," PrenticeHall, 1980.
  30. Boulding, W., Kalra, A., Staelin, R., and Zeithaml, V. A.. "A dynamic process model of service quality from expectations to behavioral intentions," Journal of Marketing Research, vol. 30, No. 1, pp. 7-28, 1993. https://doi.org/10.1177/002224379303000102
  31. Jeon, H. K., Kang, I. H. and Cho, W. S., "A Study on the Structural of Characteristics in Tourism Site, Tourists' Perceived Value, Satisfaction and Behavioral Intention," Korea Academic Society of Tourism Management, Vol. 25, No. 3, pp. 237-258, 2010.
  32. Kim, H. J. and Kim, S. J., "A Study on Effect of Choice Attributes of Tourism Destination Storytelling on Tourist's Behavioral Response: Tourist's Emotional Reaction as Moderating Effect," The Geographical Journal of Korea, Vol. 46, No. 1, pp. 53-65, 2012.
  33. Kim, S. L. and Kim, H. Y., "The Effect of Destination Image of Walking Tourism on Emotional Response and Behavior Intention: Focused on Bukhansan Dullegil," Korea Academic Society of Tourism Management, Vol. 29, No. 5, pp. 257-274, 2014.
  34. Kim, C. S, Kim, E. K. and Jun, J. K., "Relationships between Service Recovery Fairness, Trust, and Behavioral Intention among Family Restaurant Customers," The Korea Academic Society of Tourism and Leisure, Vol. 16, No. 3, pp. 267-286, 2004.
  35. Collier, J. E., and Bienstock, C. C., "Measuring service quality in E-retailing," Journal of Service Research, vol. 8, No. 3, pp. 260-275. 2006. https://doi.org/10.1177/1094670505278867
  36. Kim, J. G., "Effects of the Online Oral Communication in Food Service Enterprise on Purchase Intention," International Journal of Tourism and Hospitality Research, Vol. 29, No. 11, pp. 215-224, 2014.
  37. Kim, K. Y., Choi, A. R. and Ko, M. A., "Effects of the Features of Family Restaurant On-line Community on Loyalty and Purchase Intention," Korea Journal of Tourism and Hospitality Research, Vol. 26, No. 3, pp. 327-343, 2012.
  38. Kim, S. H., Kim, Y. I. and Seo, Y. E., "A Study on Customer Satisfaction of e-commerce Users in Travel Agency Websites: Technology Acceptance Model Approach," Korean Hospitality and Tourism Academe, Vol. 18, No. 2, pp. 151-166, 2009.
  39. Lee, Y. S., "The Effects of Online Marketing Strategies on Intention of Reuse in the Online Shopping Mall Food Service Industry," International Journal of Tourism and Hospitality Research, Vol. 28, No. 9, pp. 205-215, 2014.
  40. Lee, D. G. and Na, T. K., "The Effect of Source Credibility about Online Restaurant Information on Information Usefulness, Acceptance of e-WOM and Behavior Intention," International Journal of Tourism and Hospitality Research, Vol. 30, No. 1, pp. 261-274, 2016. https://doi.org/10.21298/IJTHR.2016.01.30.1.261
  41. Betancourt, R. and Gautschi, D., "Demand Complementari ties, Household Production, and Retail Assortments," Marketing Science, Vol. 9, No. 2, pp. 146-161, 1990. https://doi.org/10.1287/mksc.9.2.146
  42. Kahn, B. E., and Lehmann, D. R.. "Modeling Choice Among Assortments," Journal of Retailing, Vol. 67, No. 3, pp. 274-299, 1991.
  43. Kim Dong-Tae, Lee Eun-Young, Lee Won-Jun, Park Sung-Ho, "The effect of consumer expectation on the perceived quality of agricultural products," Korean Journal of Business Administration, Vol. 23, No. 1, pp. 157-182, 2010.
  44. Lee Taek-Son, Choe Young-Chan, "Measurement of customers satisfaction in agricultural E-commerce," Korean Association of Agricultural Extension, Vol. 11, No. 1, pp.125-137, 2004.
  45. Kim Cheong-Gwon, "The effects of Internet shopping mall attributes on shopping value, consumer satisfaction and customer loyalty," Korean Corporation Management Association, Vol. 47, pp. 63-86, 2013.
  46. Kim Jang-Hyun, Bae Il-Hyun, "An impact of customer service and loyalty program of large discount store on perceived price and satisfaction -Focused on moderating role of monitering and communication-," Journal of Distribution and Management Research, Vol. 12, No. 11, pp. 5-27, 2009.
  47. Bhattacherjee, A., "Understanding Information Systems Continuance: An Expectation-Confirmation Model", MIS Quarterly, Vol. 25, No. 3, pp. 351-370, 2001. https://doi.org/10.2307/3250921
  48. Hyun Kyung-Suk, Han Jin-Soo, "The influence of hotel service's physical environment on customer value and behavioral intention," Journal of Tourism Sciences, Vol. 33, No. 2, pp. 327-347, 2009.
  49. Lee Young-Bin, "The effects of convention center service scape and urban image on the behaviour intention: Focused on the of visitors in Kimdaejung convention center," International Journal of Tourism and Hospitality Research, Vol. 28, No. 12, pp. 61-73, 2014.
  50. Ryu Seong-Jin, Statistical methods for communication, Communication Books, 2013.
  51. Cecil Robinson, Randall E. Schumaker, "Interaction Effects: Centering, Variance Inflation Factor, and Interpretation Issues," Multiple Linear Regression Viewpoints, Vol. 35, No. 1, pp. 6-11, 2009.