온라인 농식품 구매 의도 영향요인 연구 : 기술수용모델을 중심으로

Abstract

The purpose of this study was to identify factors that influence the online purchasing intentions of food consumers and to empirically investigate the relationships among TAM (Technology Acceptance Model) variables (perceived usefulness, perceived ease of use, perceived compatibility, and purchase intention). Data were collected from 600 food consumers mainly responsible for buying food for their families. The results of this study were as follows. First, degree of perceived usefulness, ease of use, compatibility, and online food purchase intention had high recognition levels of ≥ 3.5 points. Younger consumers were found to have higher perceived usefulness, perceived compatibilities, and intentions to purchase. Also, consumers that buy food more often online had higher perceived usefulness, ease of use, compatibilities, and intentions to purchase. Second, individual’s online food purchase intention were significantly influenced by online food purchasing frequency, perceived usefulness, ease of use, and compatibility. In other words, people who often utilize online food shopping, and more aware of the usefulness, ease of use, and compatibility of online food purchases had higher purchase intentions. The results of this study could provide a basis for marketing strategies aimed at improving the sales performances of food companies online.