A Study of Consumer Choices in Online Grocery Shopping and Satisfaction After the COVID-19 Outbreak

Abstract

This study examined the factors influencing online food purchasing (channel selection, purchasing share, and satisfaction with online food purchases) after the occurrence of coronavirus disease 2019 (COVID-19), using raw data from the 2021 Food Consumption Behavior Survey collected by the Korea Rural Economic Institute. The results of this study revealed that when it comes to selecting online stores (channels) for food purchases, consumers prioritized accuracy and promptness of delivery, stability of payment systems, and price. The reasons for choosing online food purchases were primarily for the convenience and efficiency offered, such as delivery services and their timesaving aspects. Additionally, consumers also considered superior product quality and variety as the advantages of online food shopping. Furthermore, in terms of online food purchasing behavior, the following were observed: First, consumers primarily use mobile devices for online food shopping. Specialized online shopping malls are the most frequently used distribution channels for primary food purchases online. Additionally, when analyzing the factors influencing the choice of the online food purchasing channel (Personal Computer [PC] vs Mobile Phone), BMI (Body Mass Index) was found to be a significant factor influencing the choice. Second, the proportion of online food purchases was reported to be higher or constant compared to the previous year, and the factors influencing this trend were concerns about the influx of food from external sources and motivations, gender, income, household size, seniors. Third, when analyzing the factors influencing overall satisfaction with online food purchases, it was found that the proportion of online food purchases, satisfaction with price and quality, concerns about external food, motivations, and generations were significant factors.