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Explanatory Study on Online Shopping Mall Startup by Young Entrepreneurs  

Kim, Jong Sung (Graduate School of Global Entrepreneurship, Kookmin University)
Kim, Do Hyeon (College of Business Administration, Kookmin University)
Shin, Jee Mahn (NAVER Agenda Research)
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.16, no.2, 2021 , pp. 35-49 More about this Journal
Abstract
The purpose of this study is by using the Grounded Theory method to examine the process of starting a business in an online shopping mall for young self-employed people with experience in using Company N's Partner Square (Gwangju), a startup infrastructure institution. In this study, in-depth interview survey data were used, and theoretical sampling method was used in the selection of study participants. After proceeding in the order of open coding, axis coding, and selective coding suggested by Strauss & Corbin, it was analyzed with a paradigm model. The main research results are as follows. First, even when parents were unaware about online shopping malls or had a negative mindset about it, but they had a positive mindset about their children's start-ups, it was found that their children tended to start online shopping mall businesses. However, if parents had a negative mindset about online shopping malls and about their children's start-up, then the child could not start an online shopping mall business. Second, it was found that the ability to use online shopping malls is important as a condition for entrepreneurship and achievement in online shopping malls for young people. In particular, Partner Square (Gwangju) was found to increase the ability to use online shopping malls and positively influence startups in online shopping malls. Third, it was found that young people have increased their self-esteem, discovering opportunities, and reinforcing their creativity, in addition to simply increasing their sales after starting the online shopping mall.
Keywords
start-up ecosystem; Online shopping mall; Start-up; Self-Employment of Young Workers; Grounded Theory; paradigm model;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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