The purpose of this study is to predict the purchasing behavior of online food purchasing consumers by applying Triandis' model with a cognitive approach as one of the representative models for predicting human behavior. Since offline and online consumers' behaviors are different, it is to predict online food purchasing consumers' purchasing behavior and present implications for management strategies by applying situational factors that affect online consumers' purchasing decisions as regulatory variables. For the purpose of this study, data were collected from 400 people and used for analysis. It was analyzed using a structural equation model by introducing variables such as social factor, perceived consequence, affect, purchase intention, habit, facilitating condition, purchase behavior, and situational factor, and all hypotheses were adopted. This study is meaningful in that it has verified the moderating effect of situational factor variables in Triandis' model, and it is possible to introduce a model that can predict the purchasing behavior of online food purchasing consumers.