J Nutr Health.  2019 Jun;52(3):310-332. 10.4163/jnh.2019.52.3.310.

Food purchase in e-commerce and its relation to food habit of adult women in Incheon and Gyeonggi

Affiliations
  • 1Major in Nutrition Education, Graduate School of Education, Kongju National University, Yesan, Chungnam 32439, Korea.
  • 2Division of Food Science, Kongju National University, Yesan, Chungnam 32439, Korea. mkchoi67@kongju.ac.kr

Abstract

PURPOSE
This study examined the food purchases from e-commerce and its relation to eating behaviors or habits in adult women in Incheon and Gyeonggi.
METHODS
A total of 410 subjects participated in the questionnaire survey. Food purchases in e-commerce and food habits were compared according to age, marital status, and food purchase status in e-commerce of the subjects.
RESULTS
Approximately 88% of the subjects had experience of buying foods by e-commerce; more than 40% of the subjects spent less than 100,000 Won buying foods by e-commerce in the past 6 months. The major purchases were coffee and tea, instant food and frozen food, and water and beverages. The reasons for buying foods in e-commerce were cheaper price, convenience of delivery, and variety of food choices. The main factors considered for purchasing foods in e-commerce were price and quality followed by rapid and accurate delivery, and food label and information. Approximately 70% of the subjects were very satisfied or satisfied with their food purchase in e-commerce, and 96% answered that they were willing to buy food in e-commerce again. The perception on the advantages of food purchases in e-commerce was 3.6 points out of 5 and significantly lower in the over 50s and married group. The subjects with experience and high cost of food purchase in e-commerce showed significantly low scores of dietary behaviors and eating habits, which is undesirable.
CONCLUSION
A high percentage of people purchased foods by e-commerce, and they showed undesirable eating habits, especially when the cost of purchasing foods by e-commerce is high. These results showed that purchasing foods in e-commerce may be related to consumers' food habits. Therefore, continuous attention and nutrition guidance for e-commerce consumers are needed.

Keyword

e-commerce; food purchase; eating behavior; food habit; adult women

MeSH Terms

Adult*
Beverages
Coffee
Eating
Feeding Behavior
Female
Food Habits*
Frozen Foods
Gyeonggi-do*
Humans
Incheon*
Marital Status
Tea
Water
Coffee
Tea
Water
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