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논문 기본 정보

자료유형
학술저널
저자정보
강준보 (숭실대학교) 황원일 (숭실대학교)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제23권 제1호
발행연도
2023.2
수록면
131 - 146 (16page)
DOI
10.37272/JIECR.2023.02.23.1.131

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초록· 키워드

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As competition in open market platforms is intensifying due to the acceleration of online business transformation, platforms that provide traditional financial services such as loans and insurance are also on the rise to improve sales of sellers and induce them to enter stores. Therefore, the purpose of this study is to systematically analyze financial services among sellers" open market services, and to analyze the importance recognition of sellers" financial services in open market platforms by characteristics of SMEs. To this end, the influence relationship between the open market platform and financial services was derived through the theoretical background and domestic and foreign prior studies. In addition, a research model consisting of a total of nine hypotheses was established, and the questionnaire data of 245 people collected by conducting a survey targeting current and prospective sellers of the open market was used for empirical analysis. As a result of the analysis, prospective sellers showed relatively higher scores for recognizing the importance of loans and insurance than current sellers. This means that open market platforms must provide financial services to entice potential sellers to enter new stores. And the representative seller characteristic variable that affects the importance of financial services is the number of channels. When a seller engages in sales activities that increase the exposure of his/her products, sales increase due to the expansion of market competitiveness, and accordingly, it can be judged that the importance of financial services decreases.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 가설
Ⅳ. 연구방법
Ⅴ. 분석결과
Ⅴ. 결론 및 토의
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