The Consumers Characteristics Analysis of Low Temperature Home Delivery
Abstract: Because of
technological advancements and the popularity of the Internet, online shopping
has become an important shopping channel for consumers. Because people
increasingly eat out, more consumers shop online, and food products are
collected from convenience stores, or frozen food home delivery services are
used. This study used questionnaire surveys to analyze the consumption habits
of residents who shop online for frozen foods in the urban areas of northern
Taiwan (Taipei City and New Taipei City). We distributed and collected 548
questionnaires, of which 484 were valid. Descriptive statistics, a chi-square
test, and logistics regression analysis were used to analyze consumer
characteristics, as well as important influential factors. The research results
indicated that most online shoppers were women, and the top 3 factors
influencing their purchasing decisions were freshness, delivery convenience,
and ordering convenience. Participants in the age group of 40-49 years old,
living in the urban area of New Taipei City, without junior college education,
and with less than 10,000 NTD monthly incomes, were less likely to purchase
frozen foods using low-temperature logistics services.
Author: Shu-Fang Lai
Journal Code: jptindustrigg130009
