전자상거래 플랫폼의 신뢰성 및 서비스요인과 기업능력이 전자상거래 활용성과에 미치는 영향: 경쟁강도와 외부지원의 조절효과

초록

This study suggested a practical business model using e-commerce platform for smallstores by determining current e-commerce usage status and identifying influence factors. Therefore,the research materials were collected from real owners of small stores who are using e-commerceplatform and analyzed the influence of found factors such as store characteristic,environment, competitor, etc. on direct and indirect achievements. Summarized results of the statisticalanalysis are as following. First, one of the e-commerce success factors ‘consideration’ hassignificant effect on both direct and indirect achievements, however, ‘importance’ has no effect onboth. Second, store and competitor characteristic showed significant effect on both direct and indirectachievements but, environmental factors have no effect on both. Third, the obstructive factorshave significant effect on direct performance but not on indirect achievement. The academic contribution and practical implication of this study to suggest business model for small stores usinge-commerce platform are as follows. It attempted to select major variables that may affect the utilizationof e-commerce platforms in small stores by referring to prior studies and related literature,and to determine the impact of such relationships on the e-commerce platform utilization performancein small stores. It also wanted to know if the effects of competition strength and externalsupport between independent and dependent variables represent the effects of the regulatory variables. It created nine research assumptions and attempted statistical analysis.

키워드