국내 수출중소기업의 e-비지니스 구축요인과 혁신지향성이 문화마케팅 활용수준과 기업성과에 미치는 영향 관계 연구

초록

As the global economic situation including COVID-19 is rapidly changing, as the impartnace of the martketing activities of exporting SMEs increases, the number of cases of using cultural marketing through cultural contents including Hallyu in Korea is increasing in order to secure global customers. The purpose of this study is to examine the effect of e-business factor and innovation orientation, which are characteristics of an organization’s internal level, on the level of cultural marketing use and corporate performance. In addition, we would like to suggest ways to increase the level of cultural marketing use. The survey was conducted for companies that participated Art collaboration Matching Day event. From December 2019 to May 2021, a total of 119 questionnaires were analyzed, and the results of the study are as follows. First, innovation orientation showed a positive correlation between the level of cultural marketing use and corporate performance. Second, e-business construction factors and cultural marketing usage level showed a positive correlation. Third, it was found that there is a positive correlation between innovation orientation and corporate performance.

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