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수출업체의 전자무역 수용요인에 관한 실증연구 : 부산지역 중소수출업체를 중심으로

An Empirical Study on the e-Trade Acceptance Factors for Export Enterprises,

강영구 (Kang, Young Gu)

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초록/요약moremore
An Empirical Study on the e-Trade Acceptance Factors for Export Enterprises Korean SMEs have adopted the Internet since the end of 1990s in order to reshape their competitiveness. It is now being utilized as a major tool of export marketing, save export transaction costs and facilitate new busines...
An Empirical Study on the e-Trade Acceptance Factors for Export Enterprises Korean SMEs have adopted the Internet since the end of 1990s in order to reshape their competitiveness. It is now being utilized as a major tool of export marketing, save export transaction costs and facilitate new business process. The strategic usages of Internet can convey important competitive advantages with an operational productivity of SMEs. For this reason, many export SMEs have invested in e-trade systems based on Internet. However, despite of clear advantages for the adoption of e-trade in terms of cost and time saving, many export SMEs tend to accept the e-trade with reluctancy. The reason for this reluctancy comes from psychological or practical barriers to implement new business practices of e-trade. Therefore, this study examines the factors affecting the acceptance of e-trade in the export SMEs. The focus of this study is to develop and test a model for e-trade acceptance by adding and modifying the factors inherit from the area of information technology and trade. The development of our research model is based on the Technology Acceptance Model(TAM), diffusion of innovation theory, and other empirical studies on the electronic trade usage. The research constructs consists of three external variables, three acceptance variables, and one final dependant variable. The external variables are firms characteristics (number of employee, CEO's interest for e-Trade, and sales), export characteristics (number of export transactions, export ratio for total business, and sales by export), and IT characteristics (IT usage, career of Internet adoption, and training opportunity for e-trade). The acceptance variables are perceived ease of use for e-trade, perceived usefulness for e-trade, and perceived risk for e-trade. And dependant variable is a degree of e-trade usage. The 78 questionnaire responses completed by top managers of export SMEs in Busan were conducted for a test of research hypothesis. Mainly, multiple regression analysis was used to investigate the relationship between variables in the research hypothesis. Result of the hypothesis testing indicate that (1) number of employee and CEO's interest for e-Trade positively affects perceived ease of use and perceived usefulness for e-Trade, that (2) number of export transactions and export ratio for total business positively affects perceived ease of use for e-Trade, number of export transactions positively affects perceived usefulness for e-Trade, and sales by export negatively affects perceived risk for e-trade, that (3) IT usage, career of Internet adoption, and training opportunity for e-trade positively affects perceived ease of use for e-Trade, IT usage and career of Internet adoption positively affects perceived usefulness for e-Trade, and career of Internet adoption negatively affects perceived risk for e-trade, that (4) perceived ease of use for e-Trade positively affects perceived usefulness for e-Trade and perceived risk for e-trade not significantly affects perceived usefulness for e-Trade, and that (5) perceived ease of use and perceived usefulness for e-Trade positively affects a degree of e-trade usage and perceived risk for e-trade negatively affects a degree of e-trade usage. The study shows acceptance context for e-trade differ from contingency factors of export SMEs. And it is so much important not only improving perceived ease of use and usefulness for e-trade, but also decreasing perceived risk of e-trade by CEO education and diffusion of success cases. In final part of this paper, theoretical and managerial implications, research limitations, and directions for future research are discussed.
목차moremore
제1장 서 론 1
1. 연구의 배경 및 목적 1
2. 연구방법 및 구성 4
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제1장 서 론 1
1. 연구의 배경 및 목적 1
2. 연구방법 및 구성 4
제2장 전자무역에 관한 일반적 고찰 6
1. 전자무역의 특성과 추진동향 6
1) 전자무역의 개념 및 특성 6
2) 세계 전자무역의 추진동향 8
3) 우리나라의 전자무역 추진동향 14
2. 전자무역의 이행단계별 활용수단 19
1) 정보수집단계 20
2) 마케팅단계 22
3) 의사교환 및 계약단계 25
4) 통관단계 28
5) 대금결제단계 29
6) 물류운송단계 31
제3장 전자무역 수용에 관한 이론적 배경 및 선행연구 33
1. 전자무역 수용에 관한 이론적 배경 33
1) 기술혁신과 전자무역 33
2) 혁신확산이론(Diffusion of Innovation) 37
3) 기술수용모형(Technology Acceptance Model: TAM) 40
2. 전자무역 수용에 관한 선행연구 분석 45
3. 선행연구 분석의 의미 50
제4장 전자무역 수용요인에 관한 실증분석 53
1. 연구문제의 정의 53
2. 연구모형 및 연구가설 54
1) 기업특성과 전자무역 수용요인의 관계 55
2) 수출특성과 전자무역 수용요인의 관계 58
3) 정보기술특성과 전자무역 수용요인의 관계 61
4) 전자무역 수용요인 간의 관계 64
5) 전자무역 수용요인과 전자무역 활용도의 관계 66
3. 연구변수의 조작적 정의 및 측정도구 68
1) 전자무역 수용에 영향을 주는 상황요인 68
2) 전자무역에 대한 지각된 사용편이성 69
3) 전자무역에 대한 지각된 유용성 70
4) 전자무역에 대한 지각된 위험성 71
5) 전자무역의 활용도 72
4. 연구조사 방법 73
1) 표본집단의 구성 73
2) 자료의 수집방법 73
3) 응답자 선정 74
4) 설문지구성 74
5) 예비조사 75
제5장 실증연구의 결과분석 76
1. 분석자료의 일반적 특성 76
1) 응답률 76
2) 응답자의 직급 76
3) 영업형태 및 업종 77
4) 종업원 수 79
5) 매출액 80
2. 신뢰성 및 타당성 평가 81
1) 타당성 평가 81
2) 신뢰성 평가 84
3. 연구변수의 기술통계치 및 상관관계 86
1) 연구변수의 기술통계치 86
2) 연구변수의 상관관계 88
4. 연구가설 검정 89
1) 기업특성과 전자무역 기술수용요인의 관계 90
2) 수출특성과 전자무역 기술수용요인의 관계 93
3) 정보기술특성과 전자무역 기술수용요인의 관계 96
4) 전자무역 기술수용요인 간의 관계 99
5) 전자무역 기술수용요인과 전자무역활용도의 관계 100
제6장 결 론 103
참고문헌 108
부 록(설문지) 119