In the post-COVID-19, the food industry is rapidly reshaping its market structure toward online distribution. Rapid delivery system driven by large distribution platforms has ushered in an era of online distribution of fresh seafood that was previously limited. This study surveyed 1,000 consumers nationwide to determine their online seafood purchasing behaviors. The research methodology used factor analysis of consumer lifestyle and Heckman’s ordered probit sample-selection model. The main results of the analysis are as follows. First, quality, freshness, selling price, product reviews from other buyers, and convenience are particularly important considerations when consumers purchase seafood from online shopping. Second, online retailers and the government must prepare measures to expand seafood consumption by considering household characteristics and consumer lifestyles. Third, it was analyzed that consumers trust the quality and safety of seafood distributed online platforms. It is not possible to provide purchase incentives to consumers who consider value consumption important, so improvement measures are needed. The results of this study are expected to provide implications on consumer preferences to online platforms, seafood companies, and producers, and can be used to establish future marketing strategies.

I. 서 론
Ⅱ. 소비자의 온라인 수산물 구매 행태 및 인식
    1. 분석에 이용한 자료
    2. 온라인 수산물 구매 행태 및 인식
Ⅲ. 연구방법
    1. 분석모형
    2. 모형의 변수 설정
Ⅳ. 분석 결과
    1. 요인분석 결과
    2. 헤크만 순서형 프로빗 모형 추정 결과
Ⅴ. 결 론
REFERENCES

• 이헌동(국립부경대학교 수산과학대학 해양수산경영경제학부 교수) | Heon-Dong Lee (Professor, Division of Marine & Fisheries Business and Economics, College of Fisheries Sciences, Pukyong National University, Busan, 48513, Rep. of Korea) Corresponding author