코로나19 확산에 따른 온라인 식품 수요에 영향을 미치는 요인의 상대적 중요도 변화에 관한 연구

초록

With the development of information technology in packaging, distribution, and delivery areas, the online food market is growing rapidly. This trend has accelerated further during the COVID-19 pandemic. In this study, we analyzed what factors have a significant impact on the online food demand, and tried to verify the change in influence and the relative importance of these factors after the spread of COVID-19. To do this study, multiple linear regression analysis was performed using the factors of population/household, industry/economic, and housing as explanatory variables, and the order data from a leading e-commerce company as a dependent variable representing online food demand. As a result, the number of population, average age, and the number of household members had a significant effect on online food demand. On the other hand, gender, housing type, the presence of a large mart or market did not. Based on these results, the regression model was redesigned by reconstructing explanatory variables to analyze the influence and relative importance change of each period after the spread of COVID-19. As a result of analyzing the effect on online food demand, the greater the number of households with three or more members or the greater the number of people in teens, or 30s and 40s, the higher the influence on the online food demand. In addition, it was confirmed that the influence of these explanatory variables was relatively strengthened through the COVID-19 pandemic. The results seem to be meaningful in suggesting what factors have a significant effect on online food demand and which factors are important by examining how they changed after the spread of COVID-19.

키워드