Analysis of Factors Influencing the Level of E-Commerce Utilization and Digital Social Participation According to the Changes in the Digital Trade Environment: Focusing on the Low-Income Class in Korea

• 영문명: Analysis of Factors Influencing the Level of E-Commerce Utilization and Digital Social Participation According to the Changes in the Digital Trade Environment: Focusing on the Low-Income Class in Korea
• 발행기관: 한국무역학회
• 저자명: Hyuk Kwon
• 간행물 정보: 『Journal of Korea Trade (JKT)』Vol.28 No.1, 77~100쪽, 전체 24쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.02.28

영문 초록

Purpose - As the intact environment spread with the emergent of COVID-19, the use of mobile, Internet, and O2O(Online to Offline) services increased, and since it is expected that the digital transformation will be accelerated as a result, this study intended to provide policy implications by identifying factors that can increase the level of e-commerce use and digital participation in society under the consideration of that the attitude toward digital technology, digital-related capabilities, and the intention of digital transformation of the low-income group as vulnerable classes of the Korean people are significantly lower than that of the general public. Design/Methodology - A survey was carried out by Kantar Public of 2,200 national basic livelihood act recipients from the low-income group of the whole Korean people (as of August 2022) under the supervision of the Ministry of Science and ICT to secure the response data from September 1 to December 31, 2022, and multiple regression analysis using SPSS as well as mediation effect analysis using Process Macro were conducted. Findings - First, it was found that the attitude toward digital technology, digital capabilities, and the intention of digital transformation had a significant effect on the level of e-commerce use. Second, it was found that the attitude toward digital technology did not have a significant effect on digital participation in society. Third, when the attitude toward digital technology, digital capabilities, and the intention of digital transformation affect the level of e-commerce use, and when these also affect digital participation in society, it was found that digital social capital has a mediating effect. Originality/value - This study has academic implications in that those concepts of the capability approach and the theory of planned behavior have been expanded to include digital characteristics, the level of e-commerce use levels, and digital participation in society. In addition, it contributed to broadening and deepening the range of understanding so that the level of e-commerce use and digital participation in society can increase through the verification of the mediating effect of digital participation in society.

목차

1. Introduction

2. Theoretical Background

3. Research Model and Hypothesis

4. Research Method

5. Empirical Analysis

6. Conclusion

References

키워드

Capability Approach Digital Trade E-Commerce Social Capital Theory of Planned Behavior