온라인 플랫폼을 활용한 수산식품 구매요인 우선순위 분석

• 영문명: Priority Analysis for Consumers’ Purchasing Factors of Seafood Online Using AHP Method
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 정현기 기해경 박세현
• 간행물 정보: 『아태비즈니스연구』제13권 제3호, 449~461쪽, 전체 13쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.09.30

영문 초록

Purpose The purpose of this study to explore factors consumers prioritize when purchasing seafood online. The originality of the study lies on adopting AHP-based approach in analyzing prioritized purchasing factors of seafood online. Design/methodology/approach A survey was conducted targeting Korean consumers who have purchased seafood online. AHP method was applied to rank factors consumers prioritize before making decision. Findings First, product’s factor ranked first among other high level factors including delivery service, seller, online platform. Second, sanitation, taste, country of origin ranked first, second, third respectively, within product’s factors. Third, safe delivery, timeliness, information accuracy ranked first, second, third respectively, within delivery factors. Fourth, consumer reviews, consumer response ability, promotion ranked first, second, third within seller factors. Fifth, Personal information management system, credibility, user-friendliness ranked first, second, third, within online platform factors. Research implications or Originality To activate seafood online market, it is crucial to assure consumers that the seafood is well managed in a sanitary way from the production site to table. Existing government programs such as seafood traceability system, HACCP, and cold-chain infrastructure needs improvement. Due to highly perishable characteristic of seafood , delivery factors matter when purchasing online. Online platforms needs to continue to improve delivery service. Seafood products are mostly not branded and without objective information about their properties. Creating quality classification and seafood brands are likely to help consumers chose seafood online.

목차

Ⅰ. 서론

Ⅱ. 선행 연구

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Seafood Products Online Platform Purchasing Decision AHP