Consumer Behavioral Intention Toward Online Food Shopping Attributes: Applying Value-Attitude-Behavior Theory

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.