디지털 전환의도의 선행요인, 매개요인, 조절 요인 : 강원지역 소기업·소상공인 사례
The Antecedents, Mediators and Moderators of Digital Transformation Intention : Evidence from Small Businesses in Gangwon Province
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초록
본 연구는 강원지역 소기업 소상공인 디지털 전환의도를 결정하는 선행요인, 매개요인, 조절요인을 고찰하였다. 강원지역 제조업, 비조제업 소기업, 소상공인을 대상으로 2020 년 10월~11월 기간 동안 설문을 실시하였다. 일개사별로 하나의 설문을 실시하였으며총 175개의 설문자료를 수집하였다. 이 가운데 설문응답 오류가 발견된 자료를 제외하였고 최종적으로 151개의 설문자료를 사용하였다. 분석도구로는 PLS-SEM 모형을 적용하였고, 분석 결과 발견 주요 사실은 다음과 같다. 첫째, 노력기대, 사회적 영향, 지식수준등 선행요인은 신뢰성, 경제성, 효율성, 다양성 등 성과기대의 매개를 통해 기술사용의도로 이어진다. 둘째, 성과기대의 구성요소 가운데 신뢰성과 다양성만이 노력기대, 사회적영향, 지식수준 등 수용요인이 사용의도로 이어질 수 있게 하는 매개기능을 수행한다. 셋째, 촉진조건과 혁신역량은 사용의도에 대해 직접적 효과를 보여주는 동시에 성과기대-사용의도 간 관계를 조절하는 효과도 발휘한다.
Abstract
This study investigated the antecedents, mediators, and moderators that determine the intention of digital transformation for small businesses in Gangwon province. A survey was conducted from October to November 2020 targeting manufacturing and non-manufacturing small businesses in the Gangwon region. One survey was conducted for each company, and a total of 175 survey data were collected. Among them, the data in which the questionnaire response error was found were excluded, and finally, 151 questionnaire data were used. PLS-SEM model was employed as an analysis tool, and the main findings are as follows. First, the antecedents such as effort expectancy, social influence, and level of knowledge lead to the intention to use technology through the mediation of performance expectancy such as reliability, economic feasibility, efficiency, and diversity. Second, among the components of performance expectancy, only reliability and diversity perform a mediating function that enables acceptance factors such as effort expectancy, social influence, and knowledge level to lead to usage intention. Third, promotion conditions and innovation capabilities have a direct effect on the usage intention, while also exerting the moderating effect on the relationship between performance expectancy and usage intention.
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