COVID-19에 따른 전자상거래 활용요인에 대한 소비자들의 인식차이에 대한 연구 : 신선식품을 중심으로

초록

Research Purpose: With the spread of COVID-19, the consumption method of untact, which does not purchase products offline or use direct services, has increased and the use rate of the fresh food market in the e-commerce platform has also increased rapidly. Therefore, this study attempted to study important factors considered when using e-commerce and customers' shopping tendencies for consumers who have purchased fresh food in e-commerce. Research Methods: This study was conducted a survey on major consumers who use e-commerce fresh food. and also conducted T-test as an empirical analysis to analyze whether platform, delivery, price, and repurchase factors differ. Research Conclusion: According to the number of e-commerce platform accesses, shopping frequency, and gender, it was found that e-commerce utilization factors such as platform, delivery, price, and repurchase had a greater influence on the group of people with high e-commerce access.

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