신선식품 배송 패키지 속성이 소비자 태도, 구매의도에 미치는 영향

This study was designed to examine the effects of the e-commerce fresh food delivery package attributes on consumer attitudes and purchase intentions. This study identified the e-commerce fresh food delivery package attributes including perceived aesthetics, perceived functionality and perceived sustainability, then demonstrated how those factors affect consumer attitude and purchase intention. A total of 296 valid responses were collected to verify the hypothesis of the study. The results showed that perceived aesthetics and perceived sustainability among the attributes of e-commerce fresh food delivery packages affect attitudes. This indicated that consumers are careful to select an e-commerce to buy fresh foods considering the company's philosophy, values, and sustainable operations, thereby leading to consumers’ positive attitudes. However, perceived functionality was found to have no significant effect on attitudes. As fresh food e-commerce companies have improved their packaging to use a variety of materials since COVID-19, consumers who have been provided with the functional benefits that have been leveled up are generally satisfied. Therefore, the perceived functionality of the fresh food delivery package is considered to be a basic service attribute that must be satisfied. Further, consumers’ positive attitude significantly increased their purchase intentions. These findings may provide useful implications to use for future relevant studies and also develop more effective marketing strategies to attract e-commerce fresh food consumers.