This study analyzed online food consumption behaviors by segmenting consumers based on their dietary lifestyles using the Consumer Behavior Survey for Food in 2024 of the Korea Rural Economic Institute. Factor analysis and cluster analysis classfied the dietary lifestyles of the respondents into the ‘convenience and experience-seeking group’, ‘low involvement group’, ‘health-seeking group’, and ‘plan-seeking group’. The highest frequency of online food purchases by respondents was ‘once every two weeks’, and the most common reason for purchasing food online was ‘because it is delivered’. The most frequently used channel for online food purchase was ‘online shopping malls’, with price, quality, and overall satisfaction remaining above average. The analysis of perceptions and behavioral patterns revealed that consumers primarily utilized online food services for their convenience and place significant importance on others’ experiences and verified brands. Among the dietary lifestyle groups, the ‘convenience and experience-seeking group’ showed the highest mean scores across most perceptions and behavioral items. These results confirm that online food consumption varied significantly depending on dietary lifestyle groups, highlighting that dietary lifestyle is a crucial factor for market segmentation and the development of targeted marketing strategies.

Abstract
I. 서 론
II. 연구 내용 및 방법
    1. 조사 대상 및 기간
    2. 조사 내용
    3. 자료 분석 방법
III. 결과 및 고찰
    1. 조사대상자의 일반적 특성
    2. 식생활 라이프스타일의 유형화
    3. 식생활 라이프스타일 군집별 인구통계학적 특성
    4. 식생활 라이프스타일 집단별 온라인 식품 구매 실태
    5. 식생활 라이프스타일 집단별 온라인 식품 구매에 대한 인식 및 행동 수준
IV. 요약 및 결론
Conflict of Interest
References

• 김미라(경북대학교 식품영양학과) | Meera Kim (Department of Food Science and Nutrition, Kyungpook National University, Korea) Corresponding author