Consumers’ Attitudes toward Online Food Purchases in China: Segmentation Analysis of Online Food Market

Food purchase channels in urban China are diversifying. We examine post-pandemic consumer attitudes in the online food market and identify the following: first, consumers’ attitudes are categorized using an index that combines online and offline purchase attitudes; and second, the promising segment is highly aware of prices on the offline market and the freshness on the online market, whereas the potential segment cares about checking the actual foods at the offline market and online reputation. These results suggest that the online market can further expand through the development of channels that allow consumers to gain both online and offline benefits.