Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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The Effect of Perception For Digital Transformation on Acceptance of Digital Technology - Focusing Moderating Role of COVID19

디지털 전환인식이 디지털기술 수용에 미치는 영향 - COVID19의 조절효과를 중심으로

  • Kim, Chang-Ho (Dept. of Marketing and Distribution, Namseoul University)
  • 김창호 (남서울대학교 유통마케팅학과)
  • Received : 2021.02.11
  • Accepted : 2021.04.20
  • Published : 2021.04.30
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Abstract

The study was conducted with the purpose of conducting research on the digital transformation (DX) of Covid19. As a way to determine the moderating effects of Covid19, corporate members' perceptions of digital transformation were doing digital technology and in these relationships. A hypothesis was derived through previous studies and a hierarchical regression analysis was conducted based on the data of 278 survey responses. As a result of the analysis, the positive perception of DX by corporate members is the positive perception of digital acceptance, and negative perception is used to indicate a positive (+) effect on digital acceptance. Indicates. Having provided the modulatory effect of Covid19 on these relationships, we confirmed its impact in both relationships and achieved all four research hypotheses. As a result of this study, Covid19 performs a more systematic verification process in the ongoing digital transformation. A study is needed to measure the performance of practical plans for digital transformation based on the confirmation of the digital transformation effect and a more sophisticated study design (comparison by business type and industry, alternative comparison by size, plan, etc.).

본 연구는 COVID19이 디지털 전환(DX)에 미치는 영향을 파악하기 위한 목적으로 진행하였다. 디지털 전환에 대한 구성원들의 인식정도와 디지털 기술수용과의 관계를 파악하고 이들 관계에 COVID19의 조절효과를 규명하는 방법으로 진행하였다. 이를 위해 선행연구를 통해 가설을 도출하고 검증을 위해 제조업 종사자 278명의 설문응답 자료를 기초로 위계적 회귀분석을 실시하였다. 분석결과 DX에 대한 긍정인식은 디지털기술수용에 정(+)의 영향을 미치는 것으로 나타났으며 부정인식의 경우는 부(-)의 영향을 미치는 것으로 나타났다. 이들 관계에 COVID19의 조절효과를 파악한 결과, 두 가지 관계에서 모두 영향력을 확인하고 설정한 4가지 연구가설을 모두 검증하였다. 연구결과 COVID19은 진행되고 있는 디지털 전환에 더욱 가속화하고 것으로 확인되었다. 이를 바탕으로 향후 디지털 전환에 미치는 추가적 상황변수 규명, 디지털 전환의 실행전략으로 보다 정교한 연구 설계(업태와 업종별 비교, 규모별 대안 비교, 종단적 연구 등)를 바탕으로 성과를 측정하는 연구는 의미가 있을 것이다.

Keywords

Acknowledgement

Funding for this paper was provided by Namseoul University year 2020.

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