경남지역 소상공인 전자상거래 이용실태 진단 및 활성화에 관한 연구 = A Study on the Diagnosis of E-commerce Utilization Status and Revitalization Strategies for Small Businesses in the Gyeongnam Region

다국어 초록 (Multilingual Abstract)

· Research topics: TThis study empirically diagnoses the status and entry barriers of electronic commerce (e-commerce) utilization among small business owners in 18 cities and counties in Gyeongsangnam-do and explores tailored revitalization policy alternatives.
· Research background: Following the COVID-19 pandemic, the domestic online shopping market has grown explosively, shifting the retail paradigm toward online and mobile platforms. This has caused a severe 'digital asymmetry' where local suppliers cannot keep pace with consumers' advanced digital usage, threatening the survival of local small businesses due to the outflow of regional capital.
· Differences from prior research: Unlike existing policy approaches that limitedly focused on short-term financial loans or one-time platform entry links without follow-up management, this study offers distinct value by shifting the paradigm toward human-centered capability reinforcement. It suggests a comprehensive 'Digital Transformation Roadmap for Gyeongnam Small Businesses' that organically integrates marketing, joint logistics, and human resources.
· Research method: We present statistical analysis results using actual related data.
· Research results: The small business ecosystem in Gyeongnam is highly vulnerable due to overcrowded lifestyle-oriented business types and rapid aging (average age of 53.7). A dominant 72.8% of respondents do not utilize smart technology in store operations. The initial and maintenance cost burdens—such as platform fees and marketing costs—act as critical economic barriers, leading to stagnation where newly opened online accounts fail to translate into substantial sales growth.
· Contribution points and expected effects: The study provides empirical guidelines to overcome the limitations of individual small businesses by proposing practical strategies, including the 'Gyeongnam E-commerce Welcome Voucher', 'Local Joint Logistics Systems', and '1:1 Digital Youth Partnerships'. These findings are expected to serve as vital structural policy planning data for Gyeongsangnam-do and its municipalities to enhance self-sustainability and improve the structural health of the local economy.