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

The Korean Society of Business Venturing (한국벤처창업학회)
권호 표지

Effect of Entrepreneurial Characteristics and Market Characteristics of Small Business Owners on Business Performance With the Mediation of Digital Literacy

소상공인의 창업가특성과 시장특성이 디지털 리터러시를 매개로 사업성과에 미치는 영향

  • Shin, Ji Min (Small & medium Business Distribution Center) ;
  • Kang, Hee Kyung (Department of Business Administration, Pusan National University)
  • 신지민 (중소기업유통센터 미래전략TF) ;
  • 강희경 (부산대학교 경영학과)
  • Received : 2021.09.10
  • Accepted : 2021.10.18
  • Published : 2021.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

Currently, small business owners are facing a situation where it is difficult to run their business in the existing way due to the spread of digital technology and the prolonged COVID-19. As a necessary competency for them, this study focused on digital literacy and examined the relationship between digital literacy and individual and market characteristics, business performance of small business owners. The specific research purpose is to examine the effect of entrepreneurial characteristics, which are individual factors, and market characteristics, which are environmental factors, on business performance and the mediating effect of digital literacy. In previous studies, various factors explaining the business performance of small business owners were reviewed, and innovation and self-determination, which are entrepreneurial characteristics of small business owners, and market competition and growth were derived as independent variables, and financial and non-financial performance were set as dependent variables. The hypothesis was established as digital literacy was expected to play a role in mediating the relationship between independent and dependent variables. For empirical research, a survey was conducted on small business owners across the country, and the analysis results are summarized as follows. It was found that the innovation and self-determination of small business owners had a positive (+) significant effect on financial and non-financial performance. In addition, it was confirmed that the degree of competition in the market had no significant effect on financial and non-financial performance, and that the growth of the market had a significant positive (+) effect on financial and non-financial performance. In the case of the mediating effect of digital literacy, it was confirmed that innovation had a partial mediating effect on non-financial performance, and digital literacy had a complete mediating effect on the effect of market competition on financial and non-financial performance. Finally, it was confirmed that digital literacy has a partial mediating effect on the effect of market growth on non-financial performance. Looking at the results, it can be seen that the entrepreneurial characteristics of small business owners, which correspond to innovation and self-determination, directly act as a factor to increase business performance, and market characteristics indirectly increase digital literacy to achieve results. Based on the above research results, the implications and limitations of the study and future research directions were presented together.

본 연구는 국내 소상공인의 사업성과에 영향을 미치는 요인 중 개인 요인인 창업가 특성과 환경요인인 시장특성이 사업성과에 미치는 영향과 디지털 리터러시의 매개효과를 밝히는 것을 목적으로 한다. 현재 소상공인은 디지털 기술의 확산과 코로나 19의 장기화로 인해 기존의 방식으로 사업을 영위해 나가기 어려운 상황에 직면해 있다. 이들에게 필요한 역량의 하나로 본 연구에서는 디지털 리터러시에 주목하였으며, 디지털 리터러시가 소상공인 개인·시장의 특성, 사업성과와 어떠한 관계에 있는지 살펴보았다. 선행연구에서 소상공인의 사업성과를 설명하는 다양한 요인을 검토하였으며 소상공인의 창업가특성인 혁신성과 자기결정성, 시장특성인 시장의 경쟁정도와 성장성을 독립변수로 도출하고 재무적 성과와 비재무적 성과를 종속변수로 설정하였다. 디지털 리터러시는 독립변수와 종속변수 간의 관계를 매개하는 역할을 할 것으로 보고 가설을 설정하였다. 실증연구를 위해 전국의 소상공인을 대상으로 설문조사를 실시하였고 분석결과를 정리하면 다음과 같다. 소상공인의 혁신성과 자기결정성은 재무적 성과와 비재무적 성과에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 또한 시장의 경쟁정도는 재무적·비재무적 성과에 유의한 영향이 없으며 시장의 성장성은 재무적 성과와 비재무적 성과에 유의한 정(+)의 영향이 있음을 확인하였다. 디지털 리터러시의 매개효과의 경우, 혁신성이 비재무적 성과에 미치는 영향에 대해 부분매개효과가 있으며 시장의 경쟁정도가 재무적 성과와 비재무적 성과에 미치는 영향에 대하여 디지털 리터러시는 완전매개효과가 있음을 확인하였다. 마지막으로 성장성이 비재무적 성과에 미치는 영향에 대하여 디지털 리터러시는 부분매개효과가 있음을 확인하였다. 결과를 살펴보면, 혁신성과 자기결정성에 해당하는 소상공인의 창업가 특성은 직접적으로 사업성과를 높이는 요인으로 작용하며, 시장특성은 간접적으로 디지털 리터러시를 높여서 성과를 올리는 효과가 있음을 알 수 있다. 이상의 연구결과를 토대로 연구의 시사점과 한계점, 그리고 향후 연구방향을 함께 제시하였다.

Keywords

References

  1. Adeniran, T. V., & Johnston, K. A.(2016). The impacts of ICT utilisation and dynamic capabilities on the competitive advantage of South African SMEs. International Journal of Information Technology and Management, 15(1), 59-89. https://doi.org/10.1504/IJITM.2016.073915
  2. Ahn, C. H., & Kim, S. G.(2017). The Effects of Entrepreneurship on Innovation Performance: Focusing on the Mediating Effect of Social Capital and Intellectual Capital. Management & Information Systems Review, 36(2), 261-276. https://doi.org/10.29214/damis.2017.36.2.014
  3. Cho, J. H., & Kim, C. J.(2010). A Study on Performance Factors on the Small Business. Journal of Industrial Economics and Business, 23(1), 127-144.
  4. Choi, J. W., & Lee, H. S.(2019). The Effect of Job Characteristics on Innovative Behavior of HR Employees: The Mediating Effect of Digital Literacy. Korean Journal of Business Administration, 32(7), 1219-1246.
  5. Chung, J. I.(2012). A Study on the Effect of Store Characteristics on Management Performance in Small Beauty Salon. Journal of the Korean Society of Design Culture, 18(3), 513-524.
  6. Hayes, A. F.(2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication monographs, 85(1), 4-40. https://doi.org/10.1080/03637751.2017.1352100
  7. Heo, K. A., & Chung, C. H.(2011). The development and validation of a digital literacy scale for kindergarten teachers. Korean Journal of Early Childhood Education, 31(5), 225-252. https://doi.org/10.18023/kjece.2011.31.5.010
  8. Hwang, B. Y.(2011). Determining Factors on Small Food Service Business Performance. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 6(2), 51-73. https://doi.org/10.16972/APJBVE.6.2.201106.51
  9. Hwang, S. J., & Heo, C. M.(2019). Testing for Moderating Effects of Management Education between Small Business Owner's Individual Personality, Market Environment Characteristics and Management Performance. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 14(6), 45-57. https://doi.org/10.16972/apjbve.14.6.201912.45
  10. Jung, J. H., & Cho, C. W.(2014). A Study on the Analysis of Factors Affecting Business Success of Small Enterprises. Journal of the Korean Entrepreneurship Society, 9(2), 137-159.
  11. Kang, G. L.(2020). A Study on the Effects of Entrepreneurship and Social Issue(Corona19) on Entrepreneurial Opportunity Recognition: Focusing on Mediating Effects of Digital Literacy. Korean Business Education Review, 35(5), 349-372. https://doi.org/10.23839/kabe.2020.35.5.349
  12. Kang J. M., Song, H. J., & Kim, H. S.(2014). Development and Application of the Diagnostic Instruments for Measuring Digital Literacy in the Smart Society. Journal of Korean Association for Regional Information Society, 17(3), 143-173.
  13. Kang, S. H., & Lee, C. S.(2018). The Effect of Channel Expansion on Sales in Small Business: Focusing on Online Channel Subscription Period. Journal of Distribution and Management Research, 21(4), 43-50. https://doi.org/10.17961/JDMR.21.4.201808.43
  14. Kim, D. H.(2020). A Literature Review for Exploring Research Trends of Media, Digital, Information, & ICT Literacy in Korea. Journal of Education & Culture, 26(3), 93-119. https://doi.org/10.24159/JOEC.2020.26.3.93
  15. Kim, K. S., Park, W. J., Bae, B. Y.(2020). A Study of Influence of B anker's Big5 Personality Traits on Entrepreneurial Intention: Mediated Effect of Digital Media Utilization Capability. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(2), 209-220. https://doi.org/10.16972/APJBVE.15.2.202004.209
  16. Kim, N. P.(2018). Factors influencing the start-up performance of small business focusing on the moderating effect of the Seoul metropolitan government start-up support system. Doctoral Disertation, The Graduate School of Chung-Ang University.
  17. Kim, N. P., & Kwon, Y. J.(2018). An Analysis of Factors Influencing the Start-up Performance of Small Business. Journal of Policy Development, 18(1), 131-157. https://doi.org/10.35224/kapd.2018.18.1.005
  18. Kim, S. H., Bok, K. S., & Park, J. C.(2015). Relationship among Self-determination, Entrepreneurship and Entrepreneurial Intention of University Students in Korea. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 10(5), 15-26.
  19. Kim, W. J.(2016). The effects of entrepreneurship and strategic orientation on the firm performance: moderated mediation effect of digital literacy and learning orientation. Doctoral Disertation, The Graduate School of Chung-Ang University.
  20. Knight, G. A., & Cavusgil, S. T.(2004). Innovation, organizational capabilities, and the born-global firm. Journal of International Business Studies, 35(2), 124-141. https://doi.org/10.1057/palgrave.jibs.8400071
  21. Korea SMEs & Startups Institute(2019). Current status and implications of overcrowding of small business owners nationwide-focusing on Wholesale and retail businesses, lodging and food businesses. Retrieved(2021.09.02.) from https://www.kosi.re.kr/kosbiWar/front/functionDisplay?menuFrontNo=3&menuFrontURL=front/focusDetail?dataSequence=J190610K01.
  22. Korea SMEs & Startups Institute(2021). Current status of small business digital transformation and step-by-step implementation strategies. Retrieved(2021.09.02.) from https://www.kosi.re.kr/kosbiWar/front/functionDisplay?menuFrontNo=3&menuFrontURL=front/focusDetail?dataSequence=J210614K01.
  23. Lee, C. S., Lee, N. J., & Kim, J. H.(2009). Effects of Market Environmental Characteristics and Governmental Support on the Balanced Score of Small & Micro Business. Journal of Accounting and Finance, 27(1), 261-284.
  24. Lee, D. H.(2017). A Media Ecology Approach to Literacy. HAN-GEUL, 317, 41-81. https://doi.org/10.22557/HG.2017.09.317.41
  25. Lee, J. K., & Kim, S. H.(2007). The Influence of Information Literacy on the Online Activity Level of the Very-Small Business Managers. Asia Pacific Journal of Small Business, 29(1), 49-64
  26. Lee, L. T., & Sukoco, B. M.(2007). The effects of entrepreneurial orientation and knowledge management capability on organizational effectiveness in Taiwan: the moderating role of social capital. International Journal of Management, 24(3), 549.
  27. Lee, N. J.(2010). A Study on Determinants of Small and Micro Business Performance. Doctoral Disertation, Graduate School of Dong-A University.
  28. Lee, N. J., Heo, T. G., & Lee, C. S.(2013). Analysis on Main Performance Factors Difference in Small Businesses by the Stage of Growth. Korea Accounting Information Association, 31(4), 329-350.
  29. Lee, Y. W., Lee, N. J., Lee, H. O., & Lee, C. S.(2009). Effects of Environmental Characteristics and Management Strategies on the Performance of Small & Micro Business. Journal of Finance and Accounting Information, 9(1), 91-111.
  30. Lim, H. C.(2015). The Meditator Effect of Supporting Service Satisfaction between the Relation of Management Performance and Supporting Service for Small Business People. International Journal of Tourism Management and Sciences, 30(7), 319-338.
  31. Merkofer, P., & Murphy, A.(2009). The e-skills landscape in South Africa. Zeitschrift fur Politikberatung, 2(4), 685-695. https://doi.org/10.1007/s12392-010-0219-y
  32. Ministry of SMEs & Startups(2019). Small Business Survey. Retrieved 2021.09.02. from https://www.mss.go.kr/site/smba/foffice/ex/statDB/surveyList.do
  33. Munzenmaier, C., & Rubin, N.(2013). Bloom's taxonomy: What's old is new again. The eLearning Guild, 1-47.
  34. Nam, Y. H., An, S. Y., & Kim, S. D.(2021). The Effects of CEO's Capacity on Business Performance in Small Business-Moderating Effects of Social Capital. Journal of Channel and Retailing, 26(2), 25-51.
  35. Oh, S. Y.(2012). A Study on Determinants of Micro-enterprise Performance. Journal of Korea Academia-Industrial cooperation Society, 13(12), 5759-5763. https://doi.org/10.5762/KAIS.2012.13.12.5759
  36. Park, S. C., & Lee, Y. R.(2020). Impact Analysis of the Influence of Small Business Owners' Entrepreneurial Characteristics on the Management Performances: Focusing on the Mediation of Social Capital. The Journal of Humanities and Social Science, 11(2), 655-668.
  37. Park, S. E.(2016). Determination of Small Business Entrepreneurs on Re-Start up intention: Focused on Small Business Entrepreneurs in Seoul. Doctoral Disertation, Seoul Venture University.
  38. Sahut, J. M., & Peris-Ortiz, M.(2014). Small business, innovation, and entrepreneurship. Small Business Economics, 42(4), 663-668. https://doi.org/10.1007/s11187-013-9521-9
  39. Seo, M. G.(2018). An empirical study on the effect of small business start-up owners' characteristics and start-up preparation on start-up success: focused on the mediating effect of business management. Doctoral Disertation, Seoul Venture University.
  40. So, E. Y., & Park S. W.(2015). The Effect of the Entrepreneurship of Small Business Owners on their Financial Performance. Korean Business Education Review, 30(1), 245-264.
  41. Song, H. G.(2016). The Effect of Competencies of Small Business Owners on the Commitments to Customer Service and Business Performance: focused on the Food-service Industry. Journal of Tourism and Leisure Research, 28(10), 443-461.
  42. Steyn, R., & Leonard, A.(2012). Guidance for SMEs with the adoption of technology: A conceptual framework. The Southern African Journal of Entrepreneurship and Small Business Management, 5(1), 24-33. https://doi.org/10.4102/sajesbm.v5i1.25
  43. Suh, J. H.(2010). The Study for Effect on the Performance of Factors of a Barrier to Growth by Information Literacy of Domestic Micro Business. Doctoral Disertation, Graduate School of Soongsil University.
  44. Weon, J. H., & Jung, D. H.(2017). The Effect on Entrepreneurial Characteristics of Small Business Management Performance. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(1), 111-121. https://doi.org/10.16972/apjbve.12.1.201702.111
  45. Yang, H. S., Jin, B. H., & Won, J. H.(2015). The Study on Moderating Effects of Market Competitive Intensity between Internal Capabilities of Consumer: Goods SMEs and Export Performance. Korea Business Review, 19(3), 173-195. https://doi.org/10.17287/kbr.2015.19.3.173
  46. Yoon, M. J., & Jeon, I. O.(2017). An Influence of Small Business Market Orientation and Learning Orientation impact on Corporate Performance: Focusing on mediating effect of Organization Commitment. Journal of the Korea Society Industrial Information System, 22(2), 91-106. https://doi.org/10.9723/jksiis.2017.22.2.091
  47. Yoon, M. S., & Han, P. K.(2010). A study on the Effect of Cosmetic Service Small Traders and Enterprisers' Personal Characteristics on Management Performance. Journal of The Korean Society of cosmetology, 16(2), 384-395.
  48. Yoon, S. W., & Suh, G. H.(2003). A Study on the Inauguration Culture of Small Businessmen in Korean. Journal of Consumption Culture, 6(1), 99-118.