The aims of this study is to analyze the purchasing behavior of customers purchasing seafood using internet shopping mall based on the sales data of Suhyup Shopping Mall in 2016. The research shows three facts. First, 46.1% of those customers marine products in Suhyup Shopping Mall are purchasing less than 2 times a year and 62.7% of them are purchasing less than 5 times a year. Seconds, The amount of purchases of marine products using Suhyup Shopping Mall is very small. The proportion of purchasers with less than ￦100,000 per year is 48.5%, and the proportion of customers with annual purchases of less than ￦300,000 is 68.2%. Last, Relatively strong items were found by region and age. Abortion was a relatively strong item in the 20s, and In the 30s, the aquatic product set was a relatively strong item. In the 60s are seashells / scallops / shellfish and other fish, 70s are dried yellow croaker, abalone, tile fish and other fish. In the 60s and 70s, the other fishes showed strong relative strengths in terms of quantity and amount. But There were no relatively strong items due to regional differences according to the metropolitan area and nonmetropolitan area.

Ⅰ. 서 론
 Ⅱ. 선행연구 검토
 Ⅲ. 수협쇼핑몰의 수산물 소비 행태 분석
  1. 분석 자료의 개요
  2. 수산물 소비행태 기초 분석
  3. 상품별 구매 행태
  4
. 수협쇼핑몰의 수산물 소비 행태 분석 결과
 Ⅳ. 결론 및 시사점
 REFERENCES

• 박준모(수협중앙회 수산경제연구원, National Federation of Fisheries Cooperatives, Fisheries Economic Institute) | Joon-Mo Park Corresponding author