벤처창업연구 (Asia-Pacific Journal of Business Venturing and Entrepreneurship)

  • 제16권2호
  • /
  • Pages.35-49
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  • 2021
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  • 1975-7557(pISSN)
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  • 2671-9509(eISSN)
한국벤처창업학회 (The Korean Society of Business Venturing)
권호 표지

청년자영업자의 온라인쇼핑몰 창업에 관한 탐색적 연구

Explanatory Study on Online Shopping Mall Startup by Young Entrepreneurs

  • 김종성 (국민대학교 글로벌창업벤처대학원) ;
  • 김도현 (국민대학교 경영학부) ;
  • 신지만 (네이버 정책연구실)
  • 투고 : 2021.01.04
  • 심사 : 2021.04.01
  • 발행 : 2021.04.30
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초록

본 연구의 목적은 창업 인프라 기관인 N사의 파트너스퀘어(광주)를 이용한 경험이 있는 청년자영업자를 대상으로 온라인쇼핑몰에서 창업하는 과정을 근거이론(Grounded Theory) 방법을 활용해 규명해 보는 데 있다. 본 연구는 심층 면접 조사 자료를 활용했는데, 연구 참여자의 선정에 있어 이론적 표본 추출 (Theoretical Sampling)방식을 사용했으며, 스트라우스와 코빈(Strauss & Corbin)이 제시한 개방코딩, 축 코딩, 선택코딩 순으로 진행한 후 패러다임모형으로 분석했다. 주요 연구 결과는 다음과 같다. 첫째, 부모는 온라인쇼핑몰에 대해 잘 알지 못하거나 부정적이라도 자녀의 창업에 대해서 긍정적이면 자녀가 온라인쇼핑몰에서 창업하는 것으로 나타났다. 그러나 부모가 온라인쇼핑몰에 대해서 부정적이고, 자녀의 창업에도 부정적이면 자녀는 온라인쇼핑몰에서 창업하지 못하는 것으로 나타났다. 둘째, 청년층의 온라인쇼핑몰에서 창업과 성과 창출 조건으로 온라인쇼핑몰 활용능력이 중요한 것으로 나타났는데, 특히 파트너스퀘어 (광주)는 온라인쇼핑몰 활용능력을 증대시켜, 청년층의 온라인쇼핑몰에서 창업에 긍정적 영향을 주는 것으로 나타났다. 셋째, 청년층은 온라인쇼핑몰에서 창업 이후 단순한 매출액 증가 이외에 자존감 상승, 기회발견, 창의성 역량이 강화되는 것으로 나타났다.

The purpose of this study is by using the Grounded Theory method to examine the process of starting a business in an online shopping mall for young self-employed people with experience in using Company N's Partner Square (Gwangju), a startup infrastructure institution. In this study, in-depth interview survey data were used, and theoretical sampling method was used in the selection of study participants. After proceeding in the order of open coding, axis coding, and selective coding suggested by Strauss & Corbin, it was analyzed with a paradigm model. The main research results are as follows. First, even when parents were unaware about online shopping malls or had a negative mindset about it, but they had a positive mindset about their children's start-ups, it was found that their children tended to start online shopping mall businesses. However, if parents had a negative mindset about online shopping malls and about their children's start-up, then the child could not start an online shopping mall business. Second, it was found that the ability to use online shopping malls is important as a condition for entrepreneurship and achievement in online shopping malls for young people. In particular, Partner Square (Gwangju) was found to increase the ability to use online shopping malls and positively influence startups in online shopping malls. Third, it was found that young people have increased their self-esteem, discovering opportunities, and reinforcing their creativity, in addition to simply increasing their sales after starting the online shopping mall.

키워드

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