Understanding product attributes associated with food sales: sensory attributes for online versus offline options of a multi-channel retailer

Given the explosive growth of the online food market since the COVID-19 outbreak, this study aimed to examine search attributes affecting food sales in online channels compared to offline channels, focusing on a sensory attribute - visibility of the package. The results affirm a difference in the food sales model of on/offline channels before and after adding a sensory attribute. This study utilized POS (point of sale) data from a multi -channel retailer in the Republic of Korea. All products were classified according to five search attributes, and the effect of each attribute on sales in a channel was analyzed. Compared to the model that included only non -sensory attributes, the model that added a sensory attribute was more sophisticated in the online channel, while the offline channel did not have a significant change after adding a sensory attribute. Comparing on and offline channels with attribute effects, product category (frozen food, ambient food, vs. produce), brand type (private vs. national), and visibility of package (nonsensory vs. sensory line) showed significant differences. This study provides evidence that perceived invisible risk, which is a barrier to online purchase intentions, can be affected by package visibility based on empirical sales data. The study presents theoretical and practical insights for the multi -channel retailer and consumer research literature.