Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Relative Importance of Consumers' Quality Selection Factors for Fresh Food through Online Purchase

온라인에서 신선식품 구매 시 소비자 품질 선택요인의 상대적 중요도

  • Received : 2020.08.18
  • Accepted : 2021.05.04
  • Published : 2021.04.28
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Abstract

This study sought to find importance factors for the quality of Mongolian consumers' evaluation for fresh food through online purchase. To compare the priorities of factors determining the choice of service quality of online purchase for fresh food, this study used a decision model using the appropriate Analytic Hierarchy Process (AHP). Through a prior study, the main factors of quality were classified as delivery quality, product quality, marketing, and system quality, respectively According to the results of AHP the quality of deliver information and deliver duration time under delivery quality are the main factor, followed by hygiene and freshness of product quality were the next highest. When consumers purchase fresh food through an online market. they considered deliver information, delivery duration time, hygiene, freshness, and deliver cost as important factors.

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References

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