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본 연구는 디지털 상거래의 확대가 전통 시장에 미치는 영향을 분석하고, 지역 소매 부문을 현대화하고 활성화하기 위해 모바일 상거래 기술을 통합하는 방안을 모색했다. 특히, 지역 소매업체가 모바일 상거래 앱을 채택하는 데 영향을 미치는 주요 요인들을 기술 수용 모델을 바탕으로 연구했다. 총 41명의 기업 소유주를 대상으로 한 설문조사와 구조적 영향관계 분석을 통해, 스마트 마켓 앱의 정보 가치 인식, 비용 대비 편익, 인식된 위험이 앱의 유용성 인식에 큰 영향을 미치며, 이는 긍정적인 태도와 앱 수용 성향으로 이어진다는 결과를 도출했다. 본 연구는 전통적인 소매 분야에서 미디어 혁신 기술을 채택할 때 인지된 가치와 위험의 중요성을 증명하였으며, 리테일 마케팅과 구매접점 광고 문헌에 기여했다.

In the contemporary landscape of digital commerce, the ascendant trajectory of e-commerce within virtual domains is precipitating a marked decline in traditional marketplaces. This study delves into the integration of sophisticated mobile commerce technologies as a means to reinvigorate and modernize diminishing local retail sectors. The primary aim is to dissect the determinants influencing the adoption of mobile commerce applications by local retailers. Grounded in the theoretical underpinnings of the Technology Acceptance Model, this research posits a set of tailored predictors that could potentially sway retailers' attitudes and intentions towards the utilization of online marketplace applications. A methodologically robust survey was administered to 41 proprietors of traditional businesses, all of whom were active users of a specified smart market application. The ensuing data was subjected to an in-depth analysis via generalized structured component analysis. The empirical outcomes of this investigation revealed that the retailers' perceptions of the informational value of the smart market app, coupled with the cost-benefit ratio and the perceived risks linked to its usage, significantly shaped the perceived utility of the application. This perception, in turn, engendered favorable attitudes and a propensity towards embracing the smart marketplace application. This study contributes to the extant literature by elucidating the pivotal influence of perceived value and risk assessment in the adoption of innovative technologies within the realm of traditional retail.

권호기사

권호기사 목록 테이블로 기사명, 저자명, 페이지, 원문, 기사목차 순으로 되어있습니다.
기사명 저자명 페이지 원문 목차
정비대상 야립광고물의 합리적 관리를 위한 탐색적 연구 = An exploratory study of rational management of outdoor advertising for maintenance : depth-interviews with OOH experts : 전문가 인식조사를 중심으로 김운한, 박진표 p. 5-30

Harnessing mobile technology for retail advancement = 모바일 광고 기술을 통한 전통시장 마케팅 : 수원 시구매탄 시장 사례를 중심으로 : a scientific exploration Gumaetan Traditional Market in Suwon City Seungchul Yoo, Seungmi Kang, Tuanh Truong, Kwanghee Jung p. 31-51

아나몰픽(Anamorphic)을 이용한 디지털 사이니지 광고의 프레즌스(Presence)와 미디어 인게이지먼트 수준이 기억 접근성과 태도에 미치는 효과 = The effect of the presence and media engagement level of digital signage advertising using anamorphic on memory accessibility and attitude 한광석 p. 53-73

OOH 매체를 활용한 정부광고의 효과성 지표에 대한 전문가 조사 분석 = Analysis on the effectiveness metrics of out-of-home governmental campaign 김희수, 강한나, 전종우, 최일도, 전홍식 p. 75-99

참고문헌 (57건) : 자료제공( 네이버학술정보 )

참고문헌 목록에 대한 테이블로 번호, 참고문헌, 국회도서관 소장유무로 구성되어 있습니다.
번호 참고문헌 국회도서관 소장유무
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2 Aliyah, I., Setioko, B., & Pradoto, W. (2017). Spatial flexibility in cultural mapping of traditional market area in Surakarta (A case study of Pasar Gede in Surakarta). City, Culture and Society, 10, 41-51. 미소장
3 Bang, Y. S., Yang, S. M., Jeon, H. R., & Lee, D. (2018). Designing mobile application for Korean traditional markets based on O2O service platform. Journal of Digital Convergence, 19(9), 1689-1697. 미소장
4 Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Advertising, 25(4), 191-200. 미소장
5 Cha, E. S., Kang, K. J., & Ryu, K. M. (2020). A study on the effects of store choice factors of traditional markets on customer satisfaction and revisit intention. International Journal of Tourism and Hospitality Research, 34(12), 109-120. 미소장
6 Chew, A. A. (2006). The adoption of M-commerce in the United States (Thesis). California State University, Long Beach, CA. 미소장
7 Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340. 미소장
8 Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology:A comparison of two theoretical models. Management Science, 35(8), 982-1003. 미소장
9 Dewey, A. G. (1962). Peasant marketing in Java. Routledge, New York, NY. 미소장
10 Dwivedi, Y. K., Rana, N. P., Janssen, M., Lal, B., Williams, M. D., & Clement, M. (2017). An empirical validation of a unified model of electronic government adoption (UMEGA). Government Information Quarterly, 34(2), 211-230. 미소장
11 Fan, Y., Ju, J., & Xiao, M. (2016). Reputation premium and reputation management: Evidence from the largest e-commerce platform in China. International Journal of Industrial Organization, 46, 63-76. 미소장
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13 Frasquet, M., Leva, M., & Ziliani, C. (2021). Online channel adoption in supermarket retailing. Journal of Retailing and Consumer Services, 59, 102374. 미소장
14 Gyeonggi-do Market Revitalization Agency. (2019). 2019 Gyeonggi traditional market performance analysis report. Gyeonggi, ROK. 미소장
15 Hausman, A. V. & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13. 미소장
16 Holdack, E., Lurie-Stoyanov, K., & Fromme, H. F. (2020). The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables. Journal of Retailing and Consumer Services, 102259. 미소장
17 Jackson, C. M., Chow, S., & Leitch, R. A. (1997). Toward an understanding of the behavioral intention to use an information system. Decision Sciences, 28(2), 357-389. 미소장
18 Jeong, S. K. & Ban, Y. U. (2020). Spatial configurations for the revitalization of a traditional market: the case of Yukgeori Market in Cheongju, South Korea. Sustainability, 12(7), 2937. https://doi.org/10.3390/su12072937. 미소장
19 Kargin, B., Basoglu, N., & Daim, T. (2009). Adoption factors of mobile services. International Journal of Information Systems in the Service Sector, 1(1), 15-34. 미소장
20 Kelly, T. C., Mason, I. G., Leiss, M. W., & Ganesh, S. (2006). University community responses to on-campus resource recycling. Resources Conservation and Recycling, 47(1), 42-55. 미소장
21 Khalil, G. E., & Rintamaki, L. S. (2014). A televised entertainment-education drama to promote positive discussion about organ donation. Health Education Research, 29(2), 284-296. 미소장
22 Kim, E., Lin, J. S., & Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53-65. 미소장
23 Kim, J. I., Lee, C. M., & Ahn, K. H. (2004). Dongdaemun, a traditional marketplace wearing a modern suit: the importance of the social fabric in physical redevelopments. Habitat International, 28(1), 143-161. 미소장
24 Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31. 미소장
25 Lee, I. S. & Ha, K. S. (2019). The Effects of the Competency and Market Characteristics of Traditional Market Merchants on Business Performance. Asia-Pacific Journal of Business and Venture Entrepreneurship, 14(5), 105-113. 미소장
26 Lee, J. M. (2018). Ministry of SMEs supported trillions of dollars in traditional markets, but sales were rather reduced. E-today. URL: https://www. etoday.co.kr/news/view/1670985 미소장
27 Lee, S. (2017). A Study on traditional market decline and revitalization in Korea-improving the Iksan Jungang traditional market. Journal of Asian Architecture and Building Engineering, 16(3), 455-462. 미소장
28 Liang, C. C., Yu, A. P. I., & Le, T. H. (2021). Customers focus and impulse buying at night markets. Journal of Retailing and Consumer Services, 60, 102434. 미소장
29 Lu, H., Hsu, C., & Hsu, H. (2005). An empirical study of the effect of perceived risk upon intention to use online applications. Information Management & Computer Security, 13(2), 106-120. 미소장
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31 McQuail, D. (1983). Mass communication theory: An introduction. Sage Publications, London. 미소장
32 Mishra, S. (2014). Adoption of m-commerce in India:Applying theory of planned behaviour model. Journal of Internet Banking and Commerce, 19(1), 1-17. 미소장
33 Nam, Y. H., Ryu, T. C., & Hong, K. G. (2010). Exploring the traditional markets and shopping malls activation measures. Urban Information Service, 345, 3-18. 미소장
34 Nam, Y. H., Ryu, T. C., Hong, K. G. (2010). Exploring the traditional markets and shopping malls activation measures. Urban Information Service, 345, 3-18. 미소장
35 Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363. 미소장
36 Rind, M. M., Hyder, M., Saand, A. S., Alzabi, T., Nawaz, H., & Ujan, I. (2017). Impact Investigation of perceived cost and perceived risk in mobile commerce: analytical study of Pakistan. International Journal of Computer Science and Network, 17(11), 124-130. 미소장
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47 Wang, H., Ko, E., Woodside, A., & Yu, J. (2020). SNS marketing activities as a sustainable competitive advantage and traditional market equity. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.06.005 미소장
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51 Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719-729. 미소장
52 Wu, T. J., Zhao, R. H., & Tzeng, S. Y. (2015). An empirical research of consumer adoption behavior on catering transformation to mobile O2O. Journal of Interdisciplinary Mathematics, 18(6), 769-788. 미소장
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