중소기업 판로 확장을 위한 옴니채널 활용 방안 탐색

Abstract

In this paper, we intend to theorize how the recent technological advances of IT integrated omni-channel could be exploitable to enhance the sales capability of Korean SME(Small and Medium sized Enterprise)s. Compared to big enterprise’s product, partially due to SME’s brand weakness or prejudice, perceived uncertainty of product quality and service is deemed to be higher for SME product. Our research motivation arises from how to complement this SME weaknesses using IT, under the omni-channel environment. Through comprehensive review of both the industrial applications and research papers on omni-channel, we hypothesize two critical IT enablers of SNS usage and mobile application will positively influence on reducing uncertainties of product quality & service, which customers usually concerned about particularly when they buy SME products. Then, we draw upon TCE(transaction cost economics) and TTF(task-technology fit) theory to develop research model, which is validated using scenario based survey method. SmartPLS 2.0. is used for statistical analysis of the structural equation model with 198 questionnaire. The result offer useful insights on SNS & mobile integration usage for SME product selling in omni-channel environment.