Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

An Empirical Study on Digital Transformation of Traditional Markets; Focused on Traditional Market Delivery Application

전통시장의 디지털 전환에 관한 연구; 전통시장 배달 앱을 중심으로

  • Hong, Susie (Graduate School, Dankook University) ;
  • Yang, Jong-Gon (Department of Business Administration, College of Business & Economics, Dankook University)
  • 홍수지 (단국대학교 대학원) ;
  • 양종곤 (단국대학교 경제경영대학 경영학부)
  • Received : 2021.04.15
  • Accepted : 2021.06.04
  • Published : 2021.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study was undertaken to identify success factors of traditional market delivery apps and lead digital transformation of traditional markets. The success factors of traditional market delivery apps are represented by four variables: system characteristics of the app, delivery, products, and responsibility towards customer responses. These factors were analyzed to examine their impact on the operations performance. Data was collected by surveying 148 traditional market business owners. Results of the empirical analysis revealed that the app system characteristics, delivery characteristics, and product sales promotion, impart a significant effect on the operations performance. Conversely, the customer response characteristics showed no significant effects. This could be because some apps lack the function to check customer reviews and respond appropriately. Currently, where traditional market delivery apps are in the early stages of implementation and are gradually expanding, data obtained from this study helps to identify characteristics of traditional market delivery apps, and offers suggestions to create development indicators of the traditional market delivery apps by analyzing their effects on operational performance, thereby contributing to the revival of traditional markets through digital transformation.

본 연구는 최근 전통시장의 디지털 전환의 시도로 진행되는 전통시장 배달 앱(application; app)의 성공요인을 파악하고자 시행되었다. 연구를 위해 전통시장 배달 앱의 성공요인을 앱의 시스템 특성, 배송 특성, 상품 특성, 고객 응대 특성의 4가지로 설정하고 운영성과와의 관계를 실증분석 하였다. 전통시장 배달 앱을 이용한 영업활동을 하고 있는 상인 148명을 대상으로 설문을 진행하였으며, 연구 결과 앱의 시스템 특성, 배송, 상품판매와 관련한 판촉활동은 운영성과에 정(+)의 영향을 미치는 것으로 나타났으며, 고객 응대와 관련해서는 유의한 결과를 얻지 못하였다. 이는 일부 배달 앱의 경우 고객의 리뷰를 확인하고 대응할 수 있는 메뉴가 탑재되어있지 않아 나타난 결과로 해석할 수 있다. 전통시장 배달 앱이 시행의 초기 단계이고 점진적으로 확대되어가는 현 상황에서 전통시장 배달 앱의 특성을 파악하고 운영성과에 미치는 영향을 분석하여 전통시장 배달 앱의 개발 지표를 만들고 디지털 전환을 통한 전통시장 활성화에 기여하는 데 본 연구의 시사점을 두고 있다.

Keywords

References

  1. On-line shopping trends survey, Statistical Information Report 2020, Statistics Office, Korea, pp.6-8.
  2. Google application, NOLJANG (as of 2021.03.31.)
  3. Y. T. Lim, S. M. Jeon, "A study on typology of traditional markets and its vitalization", Journal of Korean regional development, Vol.10, No.1, pp.165-190, 2010.
  4. The Special Act for Fostering Traditional Markets and Shopping Streets, 2-1.
  5. SEMAS, Traditional market, shopping mall and store management status survey, Investigation report, SEMAS, Korea, p.10.
  6. P. Tipawanna, P. Katawandee, "Factors affecting success of Thai traditional market as cultural tourism attractions: A case of two Thai traditional markets in Chachoengsao Province", The 2nd IBEA 2014, International Conference on Business, Economics and Accounting, IBEA, Hong Kong, pp.26-28, March 2014.
  7. P. Pearce, "Marketing and management trends in tourist attractions", Asia Pacific Journal of Tourism Research, Vol.3, No.1, pp.1-8, 1998. DOI: https://doi.org/10.1080/10941669908722002
  8. A. Leask, "Progress in visitor attraction research: Towards more effective management", Tourism Management, Vol.31, No.2, pp.155-166, 2009. DOI: https://doi.org/10.1016/j.tourman.2009.09.004
  9. J. H. Lee, "Success Factors for Developing Urban and Rural Traditional Marketplace as a Tourist Attraction: The Case of Seoul Gwangjang Market and Jangheung Toyo(Saturday) Market", Journal of the Economic Geographical Society of Korea, Vol.17, No.2, pp.366-384, 2014. DOI: https://doi.org/10.23841/egsk.2014.17.2.366
  10. H. R. Kim, "A comparative study on traditional market attractive attributes using IPA and revised IPA - A case of market merchants and visitors -", International Journal of Tourism and Hospitality Research, Vol.31, No.2, pp.5-15, 2017. DOI : http://dx.doi.org/10.21298/IJTHR.2017.02.31.2.5
  11. J. Reis, M. Amorim, N. Melao, P. Matos, "Digital transformation: a literature review a nd guidelines for future research", Trends and Advances in Information Systems and Technologies, Vol.745, pp.411-421, 2018. DOI : http://dx.doi.org/10.1007/978-3-319-77703-0_41
  12. S. J. Berman, R. Bell, "Digital transformation: Creating new business models where digital meets physical", IBM Institute for Business Value, pp.1-17, April 2011.
  13. J. H. Yoo, W. Y. Cho, "Corporate Strategies and Platform Capabilities in the Digital Transformation Era", Communications of the Korean Institute of Information Scientists and Engineers, Vol.36, No.9, pp.34-43, 2018.
  14. IDC, Digital Transformation(DX): An Opportunity and an Imperative, Executive Brief, Document #254721, IDC, USA, p.1.
  15. V. Taweelappontong, Digital Transformation, PWC Thailand, 2013, https://www.pwc.com/th/en/consulting/digital-transformation.html (accessed April. 05. 2021)
  16. G. Westerman, D. Bonnet, A. McAfee, LEADING DIGITAL: Turning Technology into Business Transformation, p.303, Harvard Business Press, 2014, pp.225-233
  17. D. Terrar, What is digital transformation? The agile elephant [Internet], 2015 [cited 2015 February 15], Available From: http://www.theagileelephant.com/what-is-digital-transformation/ (accessed April. 05, 2021)
  18. W. H. Lee, "A Study on Digital Transformation as A Business Strategy: Building a Total Digital Business Strategy Framework for Distribution", Journal of Distribution and Management Research, Vol.22, No.3, PP.85-99, June 2019 DOI: https://doi.org/10.17961/jdmr.22.3.201906.85
  19. J. C. Rochet, J. Tirole, "Platform competition in two-sided markets", Journal of the European Economic Association, Vol.1, No.4, pp.900-1029, June 2003. DOI: https://doi.org/10.1162/154247603322493212
  20. J. Y. Kim, S. J. Yoon, M. Y. Kim, "A Study on the Success Factors of the Two Sided Market of Mobile Service Platform : Qualitative Comparative Analysis", The Journal of Internet Electronic Commerce Research, Vol.14, No.4, pp.101-128, Sep. 2014.
  21. H. Jo, J. Y. Choeh, "Determinants of Success for Smart Device Applications from the Perspective of D&M Model", Journal of Korean Institute of Information Technology, vol.13, no.3, pp. 129-135, 2015. DOI: https://doi.org/10.14801/jkiit.2015.13.3.129
  22. H. M. Jeon, M. J. Kim, H. C. Jeong, "Influence of smart phone food delivery apps' service quality on emotional response and app reuse intention-Focused on PAD theory", Culinary science and hospitality research, Vol.22, No.2, pp.206-221, 2016. DOI: https://doi.org/10.20878/cshr.2016.22.2.017
  23. Y. S. Wang, T. H. Tseng, W. T. Wang, Y. W. Shih, P. Y. Chan, "Developing and validating a mobile catering app success model." International Journal of Hospitality Management, Vol.77, pp.19-30, 2019. DOI: https://dx.doi.org/10.1016/j.ijhm.2018.06.002
  24. T. H. Choi, M. C. Lee, D. S. Kim, "The Effect of FoodService O2O Service Quality on Trust and Intention to Continuously Use: Focused on Delivery Applications", Culinary Science & Hospitality Research, Vol.26, No.7, pp.94-104, 2020. DOI: https://doi.org/10.20878/cshr.2020.26.7.010
  25. S. I. Chae, J. Y. Kim, Social Sciences Research Methods, 526pages, B&M books, 2016, p.153
  26. W. H. DeLone, E. R. McLean, "Information Systems Success: The Quest for the Dependent Variable", Information Systems Research, Vol.3, No.1, pp.1-95, March 1992. DOI: https://doi.org/10.1287/isre.3.1.60
  27. M. Punakivi, J. Saranen, "Identifying the success factors in e-grocery home delivery", International Journal of Retail & Distribution Management, Vol.29, No.4, pp. 156-163, 2001. DOI: https://doi.org/10.1108/09590550110387953
  28. H. H. Bauer, T. Falk, M. Hammerschmidt, "eTransQual: A transaction process-based approach for capturing service quality in online shopping", Journal of Business Research, Vol.59, No.7, pp.866-875, 2006 DOI: https://doi.org/10.1016/j.jbusres.2006.01.021