Harnessing Mobile Technology for Retail Advancement : A Scientific Exploration Gumaetan Traditional Market in Suwon City

다국어 초록 (Multilingual Abstract)

In the contemporary landscape of digital commerce, the ascendant trajectory of e-commerce within virtual domains is precipitating a marked decline in traditional marketplaces. This study delves into the integration of sophisticated mo-bile commerce technologies as a means to reinvigorate and modernize diminishing local retail sectors. The primary aim is to dissect the determinants influencing the adoption of mobile commerce applications by local retailers. Grounded in the theoretical underpinnings of the Technology Acceptance Model, this research posits a set of tailored predictors that could potentially sway retailers' attitudes and intentions towards the utilization of online marketplace applications. A methodologically robust survey was administered to 41 proprietors of traditional businesses, all of whom were active users of a specified smart market application. The ensuing data was subjected to an in-depth analysis via generalized structured component analysis. The empirical outcomes of this investigation revealed that the retailers' perceptions of the informational value of the smart market app, coupled with the cost-benefit ratio and the perceived risks linked to its usage, significantly shaped the perceived utility of the application. This perception, in turn, engen- dered favorable attitudes and a propensity towards embracing the smart marketplace application. This study contrib- utes to the extant literature by elucidating the pivotal influence of perceived value and risk assessment in the adoption of innovative technologies within the realm of traditional retail.