Modern consumers have become accustomed to online food shopping owing to its exponential
growth worldwide. Focusing on this trend, this study analyzes the relationship between online food shopping
attributes (service excellence, economic benefits, visual appeal, and enjoyment) and shopping value
(utilitarian and hedonic), consumer attitude, and online food shopping reuse behaviors for South Korean
consumers. The data were collected through an online survey company in early January 2022, and a total
of 663 surveys were used for the final analysis. A significant difference according to food type was confirmed
by analyzing the moderating effect according to non-organic food and organic food purchasing groups. It
was found that online food shopping attributes have a positive effect on utilitarian and hedonic values, utilitarian
and hedonic values also have a positive effect on consumer attitude, and consumer attitude has a
positive effect on online food shopping reuse intention. Moreover, the moderating effect according to the
food type was confirmed by the relationship between online food attributes and utilitarian values, and hedonic
values and consumer attitude. This study has various implications and contributes to the growth and development
of the online food market and industry by confirming consumers’ consumption patterns, and providing
more efficient and excellent services.
Keywords: Online food shopping attributes, Shopping value, Attitude, Reuse intention, Organic food,
Value-attitude-behavior theory
06_김예안_장하원.pdf
