Journal List > J Nutr Health > v.52(3) > 1128190

J Nutr Health. 2019 Jun;52(3):310-332. Korean.
Published online Jun 24, 2019.
© 2019 The Korean Nutrition Society
Food purchase in e-commerce and its relation to food habit of adult women in Incheon and Gyeonggi
Yu-Jin Park,1 Mi-Hyun Kim,2 and Mi-Kyeong Choi2
1Major in Nutrition Education, Graduate School of Education, Kongju National University, Yesan, Chungnam 32439, Korea.
2Division of Food Science, Kongju National University, Yesan, Chungnam 32439, Korea.

To whom correspondence should be addressed. tel: +82-41-330-1462, Email:
Received Apr 17, 2019; Revised May 08, 2019; Accepted May 11, 2019.

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.



This study examined the food purchases from e-commerce and its relation to eating behaviors or habits in adult women in Incheon and Gyeonggi.


A total of 410 subjects participated in the questionnaire survey. Food purchases in e-commerce and food habits were compared according to age, marital status, and food purchase status in e-commerce of the subjects.


Approximately 88% of the subjects had experience of buying foods by e-commerce; more than 40% of the subjects spent less than 100,000 Won buying foods by e-commerce in the past 6 months. The major purchases were coffee and tea, instant food and frozen food, and water and beverages. The reasons for buying foods in e-commerce were cheaper price, convenience of delivery, and variety of food choices. The main factors considered for purchasing foods in e-commerce were price and quality followed by rapid and accurate delivery, and food label and information. Approximately 70% of the subjects were very satisfied or satisfied with their food purchase in e-commerce, and 96% answered that they were willing to buy food in e-commerce again. The perception on the advantages of food purchases in e-commerce was 3.6 points out of 5 and significantly lower in the over 50s and married group. The subjects with experience and high cost of food purchase in e-commerce showed significantly low scores of dietary behaviors and eating habits, which is undesirable.


A high percentage of people purchased foods by e-commerce, and they showed undesirable eating habits, especially when the cost of purchasing foods by e-commerce is high. These results showed that purchasing foods in e-commerce may be related to consumers' food habits. Therefore, continuous attention and nutrition guidance for e-commerce consumers are needed.

Keywords: e-commerce; food purchase; eating behavior; food habit; adult women


Table 1
General characteristics of the subjects
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Table 2
Food purchase in e-commerce of the experienced subjects
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Table 3
Food purchase attitude in e-commerce of the experienced subjects
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Table 4
Food non-purchase in e-commerce of the inexperienced subjects
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Table 5
Perception on advantages of food purchase in e-commerce according to subjects' characteristics
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Table 6
Perception on disadvantages of food purchase in e-commerce according to subjects' characteristics
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Table 7
Eating behaviors according to food purchase state in e-commerce
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Table 8
Food and lifestyle habits according to food purchase state in e-commerce
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