초록

Purpose – In this study, we discuss the current status and barriers of digital transformation focused on small businesses. More specifically, this study consists of two studies. The purpose of study 1 is to investigate the effect of digitization of small businesses on the sales of stores and the number of visiting customers. The purpose of Study 2 is to examine the status and obstacles of online channels use by small businesses. Research design, data, and methodology – In Study 1, we will examine the changes in sales and visitor numbers of stores that are rapidly adapting to digital transformation among small business. For this, we utilize the actual situation of store management survey conducted by the Small Enterprise and Market Service. Specifically, multiple regression equations were used to determine whether blogs and online shopping malls were operating, and the proportion of credit cards to sales as independent variables and sales and number of visiting customers as dependent variables. Next, in Study 2, we surveyed the 15 small business owners in the latest survey on the actual situation of store management survey conducted in 2015, and conducted an in-depth interview to examine the barriers to the use of online channels by small business. Results – As a result of study 1, it is found that the small business who run the blogs have higher sales and visits than the small business who do not. However, there is no difference in the sales and the number of visiting customers between the stores that operate the online shopping malls and those that do not. Second, the higher the proportion of credit cards, the higher the sales and the number of visiting customers. In study 2, we analyzed the barriers to the expansion of online channels by in-depth interviews. Interviews show that barriers to access to online channels are limited by search neutrality, high commission burden, and low bargaining power. These problems are caused by the insufficiency of small business compared to online and mobile portal and O2O platform vendors. Conclusions – This study suggests that small business who have difficulty in establishing direct online channels need digital transformation of small business. In addition, when using such an external platform, we have identified the problems that small business face.

키워드

Digital Transformation, Small Business, Supporting Policy, In-depth Interview, Online Platform

참고문헌(35)open

  1. [단행본] Baker Tilly International / 2014 / Restaurant Benchmarks: How Does Your Restaurant Compare to the Industry Standard? / Baker Tilly Virchow Krause

  2. [학술지] Bendoly, E. / 2005 / Online/in-store Integration and Customer Retention / Journal of Service Research 7 (4) : 313 ~ 327

  3. [보고서] Berman, S. J. / 2011 / Digital Transformation: Creating New Business Models Where Digital Meets Physical : 1 ~ 17

  4. [학술지] Brynjolfsson, E. / 2013 / Competing in the Age of Omnichannel Retailing / MIT Sloan Management Review 54 (4) : 1 ~ 7

  5. [학술지] 이형용 / 2016 / The Prediction of Currency Crises through Artificial Neural Networks / 지능정보연구 22 (4) : 19 ~ 43

  6. [학술지] Du, Y. / 2014 / Study on the Development of O2O E-commerce Platform of China from the Perspective of Offline Service Quality / International Journal of Business and Social Science 5 (4) : 308 ~ 312

  7. [학술지] Ghose, S. / 1998 / Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites / Journal of Advertising Research 38 (2) : 29 ~ 43

  8. [학술지] Grewal, D. / 2016 / Mobile Advertising : A Framework and research Agenda / Journal of Interactive Marketing 34 : 3 ~ 14

  9. [학술지] Grewal, D. / 2017 / The Future of Retailing / Journal of Retailing 93 (1) : 1 ~ 6

  10. [학술지] 한상설 / 2017 / 옴니채널 상황에서 브랜드 충성도에 관한 연구: 카테고리 지식 조절변수 / 유통과학연구 15 (3) : 61 ~ 72

  11. [학술지] Herhausen, D. / 2015 / Integrating Bricks with Clicks : Retailer-level and Channel-level Outcomes of Online–offline Channel Integration / Journal of Retailing 91 (2) : 309 ~ 325

  12. [단행본] IDC / 2015 / Digital Transformation(DX): An Opportunity and an Imperative

  13. [학술지] 장흥훈 / 2014 / 온라인과 오프라인 유통시장의 새로운 소비행태에 관한 연구-쇼루밍과 역쇼루밍을 중심으로- / 전자무역연구 12 (1) : 29 ~ 51

  14. [학술지] 정인진 / 2013 / 인터넷 광고의 신뢰성 증대를 위한 자율규제 방안 연구 / 브랜드디자인학연구 11 (4) : 127 ~ 136

  15. [학술지] Ji, S. W. / 2014 / Research on Core Competitiveness of Chinese Retail Industry Based on O2O / In Advanced Materials Research 834 : 2017 ~ 2020

  16. [단행본] Kim, J, Y. / 2017 / The Fourth Industrial Revolution and Digital Transformation: Risks and Strategies / Software Policy & Research Institute

  17. [학술지] Kim, M. S. / 2016 / The Fourth Industrial Revolution and Mastering of Industrial IoT· Industrial Internet / Korea Information Society Development 28 (12) : 20 ~ 26

  18. [학술지] Kim, M. S. / 2017 / The Fourth Industrial Revolution and Mastering of Digital Transformation / Korea Information Society Development 29 (3) : 26 ~ 32

  19. [학술지] 이철성 / 2017 / 외식산업 소상공인의 식재료비 영향요인에 대한 탐험적 연구 / 유통경영학회지 20 (5) : 101 ~ 110

  20. [학술대회] Lee, C. S. / 2017 / Digital Transformation and Support Policy of Small Business / Winter Conference of Korea Research Academy of Distribution Information 2017

  21. [학술지] 이동길 / 2017 / 국내 전통산업 소상공인의 디지털 전환의도에 미치는 영향 / 산업경영시스템학회지 40 (4) : 67 ~ 77

  22. [학술지] 이희복 / 2015 / 온라인에서 광고와 정보의 구분을 어떻게 할 것인가? / 광고학연구 26 (5) : 125 ~ 150

  23. [단행본] Lee, H. S. / 2012 / Regression Analysis for Social Science Research / Jyphyuntae

  24. [학술지] 이수범 / 2014 / 국내 인터넷/모바일 광고 분야의 연구 경향 : 메타분석에 의한 연구통합 / 광고학연구 25 (8) : 179 ~ 211

  25. [학술지] 임해진 / 2004 / 키워드 검색광고의 활용방안에 관한 연구 / 디지털디자인학연구 4 (1) : 101 ~ 109

  26. [학술지] Moffat, V. R. / 2009 / Regulating Search / Harvard Journal of Law & Technology 22 (2) : 475 ~ 513

  27. [학술지] 오정아 / 2016 / 국내·외 유통업체의 옴니채널 전략 활용현황 분석 / 한국실내디자인학회 논문집 25 (5) : 111 ~ 120

  28. [학술지] 박승환 / 2016 / 소비자 옴니채널 성향과 소비자-브랜드 관계에 관한 연구: 브랜드 경험 조절효과 / 유통과학연구 14 (11) : 129 ~ 138

  29. [학술지] Piotrowicz, W. / 2014 / Introduction to The Special Issue Information Technology in Retail : Toward Omnichannel Retailing / International Journal of Electronic Commerce 18 (4) : 5 ~ 16

  30. [학술지] 노현숙 / 2017 / 키워드 광고 관련 판결 검토 -상표의 사용과 검색사이트의 책임을 중심으로- / 홍익법학 18 (2) : 331 ~ 354

  31. [학술지] 류민호 / 2015 / 검색중립성 연구에 대한 문헌분석: 주요 쟁점과 찬반 논점 / 정보사회와 미디어 16 (3) : 85 ~ 101

  32. [학술지] 신승만 / 2015 / 외식업 자영업자의 배달앱 서비스 이용실태 및 수수료의 적정수준에 대한 정책탐색 연구 / 유통경영학회지 18 (4) : 41 ~ 50

  33. [학술지] Verhoef, P. C. / 2015 / From Multi-channel Retailing to Omni-channel Retailing : Introduction to the Special Issue on Multi-channel Retailing / Journal of Retailing 91 (2) : 174 ~ 181

  34. [학술지] Min-Sun Yeom / 2015 / 멀티채널 환경에서 정보탐색채널과 구매채널의 불일치 현상에 관한 연구: 쇼루밍 현상을 중심으로 / 유통과학연구 13 (9) : 81 ~ 93

  35. [학술지] 염민선 / 2015 / 합리적 행동이론을 적용한 소비자 쇼루밍 행동의 이해 / 유통연구 20 (4) : 79 ~ 103