중소상공인(SME) 특성 변수가 오픈마켓 플랫폼 금융서비스의 중요성 인식에 미치는 영향 : 현재판매자와 판매예정자의 비교를 중심으로

초록

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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