소상공인 디지털전환이 매출에 미치는 영향 : 충청남도 사례를 중심으로

Abstract

This study examines how digital transformation(DX) of small business merchants affects their sales through an empirical analysis of a survey conducted among small business owners in Chungnam province. The survey, which involved 322 small businesses from 4 representative cities in 4 regions of Chungnam, highlighted 11 key digital technologies-devices currently used for DX. In this study, small businesses utilizing all three elements—ⓛmaterial and product procurement, ②smart order, and ③customer management programs—were operationally defined as “DX small business merchant”. The analysis revealed two main findings. First, in the relationship between revenue and DX (Model 1), it was confirmed that the DX of small businesses increases revenue. Small businesses that have undergone DX by using all three representative digital devices and technologies recorded revenues that were 25.6% higher than those that have not. Second, in the relationship between small business sales and the level of DX (Model 2), it was found that as the level of DX increases, revenue also rises. For each step increase in the level of DX, revenues were shown to increase by 7.2%. Government and local governments’ support programs for the DX of small businesses have focused on shop management-related aspects (such as signage, kiosks, robots, and SNS usage). However, the analysis indicates that product-related aspects (such as material procurement and smart order and delivery) also significantly contribute to revenue effects. From a policy perspective, linking these efforts with existing local government initiatives like local food, community currency, and public delivery apps could enhance the effectiveness of DX for small businesses merchant.