배달플랫폼 활용이 매출에 미치는 영향: 사업주 연령별 이질성을 중심으로
The Impact of Food Delivery Platforms on Revenue: Exploring the Heterogeneity by Business Owner’s Age
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Purpose - This study empirically analyzes the impact of food delivery platforms on restaurant revenue and investigates how this effect varies by the age of business owners. Design/methodology/approach - Using data from the 2019 and 2020 SBR(Statistical Business Registers) by Statistics Korea, a Difference-in-Differences (DID) approach was employed to quantitatively assess the effect of delivery platforms on revenue increases. Findings - The analysis revealed that platform led to an average revenue increase of 16.5%. However, the effect was significantly lower for business owners aged 45 and older. As age increased, the revenue growth effect of delivery platform usage progressively declined: business owners under 45 experienced a 19.5% increase, while those aged 45 and older recorded only a 14.3% increase. These age-related differences were consistently observed in subsample analyses by region and industry segment. Research implications - This study confirms that the impact of food delivery platform usage on sales revenue varies significantly by business owner age. Given previous findings on age-related differences in business exit rates, this suggests the need for age-specific industry policies.
Abstract
Purpose - This study empirically analyzes the impact of food delivery platforms on restaurant revenue and investigates how this effect varies by the age of business owners. Design/methodology/approach - Using data from the 2019 and 2020 SBR(Statistical Business Registers) by Statistics Korea, a Difference-in-Differences (DID) approach was employed to quantitatively assess the effect of delivery platforms on revenue increases. Findings - The analysis revealed that platform led to an average revenue increase of 16.5%. However, the effect was significantly lower for business owners aged 45 and older. As age increased, the revenue growth effect of delivery platform usage progressively declined: business owners under 45 experienced a 19.5% increase, while those aged 45 and older recorded only a 14.3% increase. These age-related differences were consistently observed in subsample analyses by region and industry segment. Research implications - This study confirms that the impact of food delivery platform usage on sales revenue varies significantly by business owner age. Given previous findings on age-related differences in business exit rates, this suggests the need for age-specific industry policies.