중소기업의 B2B e-마켓플레이스 몰입에 관한 실증연구 - ‘학교급식 전자조달시장(eaT)'를 중심으로 - (An Empirical Study on the Commitment in B2B e-Marketplace: focusing on Korean School Food e-Procurement System)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 20권 / 3호 / 87 ~ 112페이지
· 저자명 : 조남형, 김태웅

초록

IT분야와 마케팅 분야 연구자들의 관심과 주목이 높아지고 있음에도 불구하고, B2B 및 G2B e-마켓플레이스의 도입에 대한 실증적 연구는 제한적이었다. 본 연구는 공급망관리 관점에서 G2B e-마켓플레이스의 도입에 영향을 미치는 요인들을 확인하고자 하였다. 설문조사는 한국농수산식품유통공사가 운영하는 G2B e-마켓플레이스인 학교급식 전자조달시스템(eaT)에 참여하고 있는 업체를 대상으로 하였으며, 365개소의 공급업체로부터 설문조사를 받아 분석에 활용하였다. 의사소통, 정보의 질, 네트워크 몰입, 그리고 실용적, 규범적, 인지적 이상 3가지 형태의 정당성은 G2B e-마켓플레이스의 도입에 관련한 결정요인으로 검증되었다. 정보의 질과 정당성은 의사소통 수준에 유의미한 영향을 미치며, 또한 정당성은 공급업체가 G2B e-마켓플레이스 네트워크에 몰입하도록 영향을 미친다. 이러한 점들은 부분적으로 정부의 조정을 받는 G2B e-마켓플레이스를 성공적으로 확대시키려할 때 유의미한 함의를 제공해 줄 수 있을 것으로 기대한다.

영어초록

Despite growing interest and attention from IT and marketing researchers, empirical research on the adoption of B2B and G2B e-Marketplaces has been limited. A B2B or G2B e-Marketplace is an online Marketplace, a type of e-hub that allows buying institutions to easily try out new products and services while helping suppliers to reach a new market and customers, saving a large amount of searching time and transaction costs. There may be many factors that encourage both buying institutions and suppliers to actively take part in an e-Marketplace. Examples include the promotion of efficiency, legitimacy, and the transparency of a transaction.
An interesting trait of an e-Marketplace is that as more firms participate, other firms are bound to follow. This study identifies the factors that influence G2B e-Marketplace adoption from Supply Chain Management (SCM) perspectives. Communication, quality of information, network commitment, and three forms of organizational legitimacy, including pragmatic, normative, and cognitive, were tested as determinants of the adoption of a G2B e-Marketplace based on a survey of 365 firms from a Korean school-food G2B e-Marketplace operated by the Korea Agro-Fisheries Food Trade Corporation.
In this research, network is defined as the group which was built around a specific information systems and e- marketplace participants. Thereby, network commitment is defined as the intention or behavior to take advantage of the value of the network. Legitimacy is a concept representing the degree of coincidence toward a rule, law cultural support or normative support. Communication is a comprehensive concept of evaluating that suppliers and buying institution can communicate seamlessly within the e- marketplace. The Multi-item indicators of the questionnaire were measured using five-point Likert-type measurement scales anchored by 1(extremely agreeable) and 5(extremely disagreeable) as endpoints. For analysis convenience, all items were treated reverse-coding through statistical analysis process.
Of the research respondents, 57.26% were the representative position in their firm, which might come from the fact that 56.44% of the research respondents' firm were the unincorporated company. In terms of annual sales, 4.38% of the research respondents' firm had more 10 billion Korean won, while 44.11% had more than 100 million under 1 billion Korean won. Especially, 4.38% of the research respondents' firm had less than 50 million Korean won of the annual sales. Therefore, we can confirm that the research respondents' firm of this research were focused on the small-medium enterprises, which was well reflected the current industrial state as estimating that small-medium enterprises might take over 90% of the market providing food material.
The findings indicate that quality of information and organizational legitimacy have significant impacts on the level of communication, and that organizational legitimacy also affects the network commitment toward or organizational utilization of a G2B e-Marketplace.
Percentage incorporated company(including nonprofit organization) 43.56 unincorporated company 56.44 [The status of the unincorporated company ] Annual sales(Korean won) Frequency Percentage Over 10 billion　 16 4.38 5 billion - 10 billion 27 7.40 4 billion - 4 billion 13 3.56 3 billion - 4 billion 23 6.30 2 billion - 3 billion 45 12.33 1 billion - 2 billion 58 15.89 500 million - 1 billion 62 16.99 300 million - 500 million 44 12.05 100 million - 300 million 55 15.07 50 million - 100 million 6 1.64 Less than 50 million 16 4.38 [Research respondents' sales] Titles Frequency Percentage president 209 57.26 executive 21 5.75 director 32 8.77 manager 49 13.42 miscellaneous titles 34 9.32 non-response 20 5.48 [Titles of the research respondents] The result of 1st order CFA The result of 2nd order CFA AVE Reliability error standardized factor-loading construct variables standardized factor-loading error Reliability AVE .810 .927 .161 .858*** communication .856*** .163 .927 .810 .145 .872*** .875*** .143 .208 .830*** .829*** .208 .817 .930 .143 .870*** quality of information .871*** .141 .930 .817 .131 .887*** .887*** .131 .211 .788*** .786*** .212 .747 .898 .160 .887*** network commitment .866*** .160 .898 .747 .229 .768*** .767*** .229 .289 .792*** .793*** .288 .672 .860 .360 .789*** pragmatic legitimacy .849*** .167 .952 .868 .352 .820*** .254 .827*** .713 .882 .274 .789*** normative .923*** .067 .247 .828*** .276 .819*** .731 .891 .240 .842*** cognitive .887*** .124 .198 .864*** .325 .785*** ***p < .000 [Result of confirmatory factor analysis] These findings may offer significant implications, leading to the successful expansion of G2B e-Marketplaces, which are partially regulated by the government. This research empirically confirmed that obtaining and maintaining the legitimacy from potential participants or groups of participants might be the decisive factor for introducing the participants if a new e- Marketplace to be established. Moreover, dyadic transaction relationship are influenced by a third party. At the same time, the network effect is empirically confirmed that the dyadic business relationships between buyer and supplier affect the relationship between the supplier and the third party. These points can be called academic implications of the study. Despite this research’s contribution in conducting an empirical analysis of success factors of an e-Marketplace, the study has the following limitations. Since the analysis of this research is entirely based on data from a G2B e-Marketplace, it is unclear if the research results will be replicated with other B2B e-Marketplace samples. Additionally, the research does not reflect responses from the buying institutions, which are on the other side of the exchange relationship.

참고자료

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