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전통시장의 디지털 전환에 관한 연구; 전통시장 배달 앱을 중심으로

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

  • 홍수지 (단국대학교 대학원) ;
  • 양종곤 (단국대학교 경제경영대학 경영학부)
  • Hong, Susie (Graduate School, Dankook University) ;
  • Yang, Jong-Gon (Department of Business Administration, College of Business & Economics, Dankook University)
  • 투고 : 2021.04.15
  • 심사 : 2021.06.04
  • 발행 : 2021.06.30

초록

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.

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.

키워드

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