Usage Patterns and Selection Attributes of Food Delivery Apps Based on Dietary Lifestyles

This study classified clusters based on dietary lifestyle factors and examined the usage patterns and selection attributes of food delivery apps for each cluster. An online survey was conducted from May 2 to June 2, 2023, targeting 250 adults residing in Gyeonggi-do, with 207 valid responses (83.0% response rate) used for analysis after excluding unreliable questionnaires. The analysis showed that the largest group was under 25 years old (61.5%); 45.7% lived in households of 4∼5 members, and 28.4% had a monthly income of less than 500,000 KRW. Factor analysis identified five dietary lifestyle factors: ‘Health-oriented,’ ‘Safety-oriented,’ ‘Dining-out-oriented,’ ‘Convenience-oriented,’ and ‘Gourmet-oriented.’ Three clusters were identified based on these factors: three clusters were identified: ‘Dining Convenience Seekers,’ ‘Health and Safety Seekers,’ and ‘Gourmet Seekers.’ The ‘Dining Convenience Seekers’ were most likely to use food delivery apps 3∼4 times, while the ‘Health and Safety Seekers’ used them 1∼2 times. For all three groups, the most common amount spent per order was 10,000 and 30,000 KRW, and they mostly used the apps at home. The ‘Dining Convenience Seekers’ and ‘Health and Safety Seekers’ used the apps because they allowed simultaneous ordering, payment, and searching, while the ‘Gourmet Seekers’ found them to be more convenient than phone or internet orders. Among the app selection attributes, ‘Origin labeling’ and ‘Nutritional information’ were significantly more important to the ‘Health and Safety Seekers,’ and all clusters prioritized ‘Convenience’ when choosing a food delivery app.