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http://dx.doi.org/10.5762/KAIS.2021.22.6.484

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

Hong, Susie (Graduate School, Dankook University)
Yang, Jong-Gon (Department of Business Administration, College of Business & Economics, Dankook University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.22, no.6, 2021 , pp. 484-491 More about this Journal
Abstract
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.
Keywords
Traditional Market; Digital Transformation; Delivery Application; Delivery App Operational Performance; Traditional Market Success Factors;
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