오픈마켓에서의 가공식품 구매 결정 요인에 관한 연구

초록

This study is expected to be used as the differentiated positioning strategy through the online retail channel and to promote the consumers' convenience by being used as the main differentiation strategy for the market share expansion and existing intergrated internet shopping mall in the internet shopping mall through the processed foods category enhancement of the open market. Therefore, it aims to draw the relevant factors by analyzing the factors which make the consumers to purchase and repurchase the processed foods in the open market and to comprehend the directivity of contributions of these factors to the faithful customers’ expansion through the repurchase, and to promote competition by providing more convenience to the consumers through the purchasing the processed foods in online retail channel,and to prepare the theoretical underpinnings planning the strategy for the ensuring stable revenue through the expansion of the purchase frequency rather than the increase of the customer transaction in addition to the market activation. To achieve this goal, the theoretical feasibility shall be secured and the empirical analysis shall be carried out through the literature research, and it was analyzed that there is no significant impact of some factors such as the ease of use, delivery period, packaging design etc. among the food purchase impact factors of the internet shopping mall derived from the leading research on the processed foods purchase and repurchase in the open market, and there was high impact of the price competitiveness,brand awareness of open market, safety-related certification, the order of importance of seller rating etc. on the repurchase, so it is expected to be used as the foundation for the discriminatory growth of the open market through the strategic advantage of these factors.

키워드