Three Essays of Grocery Consumers' Channel Selection Behavior between Online and Offline Market
소비자들의 농식품 구매채널 선택행동

DC Field Value Language
dc.description학위논문 (석사)-- 서울대학교 대학원 : 농경제사회학부 지역정보전공, 2016. 8. 문정훈.-
dc.description.abstractElectronic commerce has pervaded consumers daily life since the 1990s, but
online grocery is still lagging behind. This study aims to identify the hurdles
online grocery faces and the ways to get over the hurdles. To accomplish the
aim of study, grocery consumers channel selection behavior is investigated
using three consecutive studies. Study 1 examines the effects of consumers
food-related lifestyles on channel selection. The results show a positive
determinant of online channel selection is consumers perception regarding
freshness in the case of grains, and cost performance in the case of vegetables.
In study 2, factors regarding diffusion rate of online grocery is investigated,
and perceived compatibility is identified as a significant determinant of online
channel selection. In study 3, grocery consumers exclusiveness of online
channel usage is examined. It is shown that grain consumers use the online
channel exclusively, but vegetable consumers do not. Several implications are
also suggested.
dc.description.tableofcontentsI. Introduction 1

II. Theoretical Background 6
1. Innovation Classification Scheme 6
2. Product Heterogeneity 7

III. Study 1: Why Do Consumers Shop Online for Groceries 9
1. Hypotheses Development 9
2. Methodology 14
2.1 Data Collection 14
2.2 Operationalization of Food Related Lifestyle 15
3. Results 17
3.1 Measurement Model Validation 17
3.2 Hypotheses Testing 17
4. Discussion 22

IV. Study 2: Why Are Consumers Reluctant to Shop Online for Groceries 24
1. Hypotheses Development 24
2. Methodology 28
2.1 Development Revised DOI Factors Measurement Items 28
3. Results 28
3.1 Validity and Reliability of Revised DOI Factors Measurement Items 28
3.2 Hypotheses Testing 29
4. Discussion 31

V. Study 3: Do Online Grocery Consumers Compare Online Channel and Offline Channel 33
1. Analytical Model 33
1.1 Basic Model 33
1.2 Comparative Statics 37
2. Empirical Model 41
2.1 Hypotheses Development 41
2.2 Methodology 44
2.2.1 Data Collection 44
2.2.2 Estimation Model Specification 46
2.3 Results 47
2.3.1 Rice Model 47
2.3.2 Tomato Model 49
3. Discussion 51

VI. General Discussion 53
1. Academic Contributions 57
2. Practical Suggestions 59
3. Limitations and Future Research 61

VII. Conclusion 62

Reference 63

Appendix 70
Appendix A. Survey Items for Measuring Food Related Lifestyle 70
Appendix B. Validity and Reliability of Food Related Lifestyle Measurement Items 75
Appendix C. Survey Items for Measuring Revised DOI Factors 78
Appendix D. Validity and Reliability of Revised DOI Factors Measurement Items 80
Appendix E. Relaxation of Assumption 5 81
Appendix F. Relaxation of Assumption 4 85

요약 (국문 초록) 89
dc.format.extent2448782 bytes-
dc.publisher서울대학교 대학원-
dc.subjectonline grocery shopping-
dc.subjectpurchase channel selection-
dc.subjectproduct heterogeneity-
dc.subjectsearch costs-
dc.subjectfood related lifestyle-
dc.titleThree Essays of Grocery Consumers' Channel Selection Behavior between Online and Offline Market-
dc.title.alternative소비자들의 농식품 구매채널 선택행동-
dc.contributor.AlternativeAuthorChunghan Kang-
dc.contributor.affiliation농업생명과학대학 농경제사회학부-
Appears in Collections:
College of Agriculture and Life Sciences (농업생명과학대학)Dept. of Agricultural Economics and Rural Development (농경제사회학부)Theses (Master's Degree_농경제사회학부)
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