AHP를 이용한 선용품 B2B거래 저해요인

Abstract

Although the ship stores supply industry has good growth potentials among various industries to contribute to various value added areas related to the port among and is highly valuable enough to be developed considering the technological standards and operation standards of the domestic ship building industry as well as the scale of calling of the ports, the market scale is still not big enough. For causes for this, they includes the high purchase prices and storage cost of the ship stores, lack of variety of the treating products, increase of the cost on the delivery process, shortage of direct transactions with manufacturers, complex customs refund process and the in-depth competition among ship store suppliers due to the abolish of entry regulation. As such, the necessity to introduce e-commerce in the ship store relevant industries is increased in order to enhance the competitiveness of the port related industries. In particular, the ship stores related companies could be able to maximally utilize the benefits of e-commerce through B2B transactions. However in reality, the ship stores B2B has not be activated as we have expected, and most of B2B transactions started from the small- and medium-sized ship store companies have failure experiences.

As such, this study analyzed and evaluated the disturbing factors for the B2B of the ship store supply industry subject to the shipping companies, as purchaser of the ship stores, and the ship store suppliers, as supplier, to propose the disturbing factors to introduce e-commerce in the industry, collectively manage those disturbing factors and performed empirical analysis in order to propose measures to activate B2B transactions for ship suppliers.

For this, it implemented a model for AHP analysis according to the ship stores B2B disturbing factors analysis framework and performed questionnaire survey subject to the people in charge of purchase in the shipping companies and experts in the ship store companies. As a result, it analyzed the questionnaire survey results as AHP and computed the relative importance of the disturbing factors for the activations of B2B transactions of ship store companies. For the empirical analysis, it made the questionnaire based on the opinions of the experts in the relevant academic world and industries and distributed total 30 copies of the questionnaire subject to the people in charge of purchase of shipping companies and practical staff of ship store companies, and collected 25 copies of them (83.3%). Among those, 4 copies of insincere survey results and 6 copies of questionnaires with inconsistent answers were excluded and the result was analyzed subject to 15 questionnaire surveys under 0.1.

The results of the empirical analysis are as follows.

First, the importance of the 1st class factors were found as the factor between the ship store suppliers and the purchasers (0.270), information technology factor (0.264), process factor (0.239) and management factor of the ship store companies (0.227) in order. Among four factors in the 1st factor, since the ship store transaction is a type of B2B, the factor between the ship store suppliers and the purchasers showed the highest importance, and it means that the relationship between the ship store suppliers and purchasers is very important for the ship store B2B transaction to be activated in the future.

Second, the relative importance of the 2nd class in the factor between the ship store suppliers and purchaser as the 1st class was shown in order of the worries for the exposure of the transaction information between companies (0.261), preference of traditional business transaction customs (0.235), lack of mutual trust (0.189), imbalance of transaction (0.183) and ship store e-commerce related laws/ systems (0.132). It seemed that such results were caused because of the worries for the exposure of transaction information between companies due to the lack of trust between the ship store purchasers and suppliers, and it is considered that it is necessary to form strategic partnership between ship store suppliers and purchasers to solve this problem.

Third, for the relevant importance of the 2nd class of the management factor of the ship store companies as the 1st class of the ship stores B2B disturbing factors, difficulties of the development of management strategies and business models (0.247), the small scale and inferior capital (0.220), shortage of professional human resources (0.208), lack of information for the ship stores e-commerce (0.195), and lack of interests and support of the management (0.131) were found. The fact to find from such result is that the ship store companies do not activate B2B by themselves due to their own problems and difficulties in the development of the management strategies or e-business model etc. Although the ship store companies are required to voluntarily search for the measures to secure their competitiveness through B2B transactions, since the ship stores market is a market led by the purchaser, the market, in reality, it seemed difficult for small ship store suppliers develop business models.

Forth, regarding the relative importance in the 2nd class of the process factor as the 1st factor of the ship store B2B disturbing factors, dissatisfaction of the products and insecurity of the after service (0.267), small-quantity and multi-items order system (0.213), delivery and product return processes (0.189), shortage for fast delivery response (0.173), and multi-phases of the distribution structure (0.158) were picked up in order. Since e-commerce is made in the virtual space where we cannot directly check with our eyes, the dissatisfaction for the products and insecurity for the after-service was found as the most important factor to disturb the activation of ship stores B2B transaction in the ship store industry too. Therefore, it is necessary to overcome the distrust on the process that the purchasers have through enhancement of the trust on the products and provision of perfect after service.

Finally, as the importance in the 2nd class of the information technology factor in the 1st class among the disturbing factor of the ship store B2B, lack of the B2B system implementation and operation and management technology (0.252), non-standardization of ship stores, lack of contents due to the variety (0.229), information security risk factor (0.224), inferior information environment of the ship store companies (0.184), electronic payment, difficulty of implementation of the payment system (0.110) were found in order. Although B2B transaction on the purchaser side is made through their own web site for large global

Regarding the relevant importance by detailed factors, the worries for the leakage of transaction information between companies (0.07) was found as the highest factor, and it was followed by the B2B system implementation and operation management technology (0.067), product dissatisfaction and insecurity of after service etc. Further, preference to the traditional business transaction customs was found as the next as 0.063.

The implications made in this study can be classified into academic aspect and practical aspect.

First, the implication made in academic aspect from this study is that although the focus of the study has been stressed on the selection of the ship store location and the activation measures of ship store suppliers, this study induced the disturbing factors of B2B transaction subject to the ship store industry as a highly value added industry in the port relevant industries through literature studies and previous studies, and opened the development possibilities of the study for the ship store B2B transaction in the future as it empirically analyze them.

Second, this study has large implication in the practical aspect. That is, it recognized the necessity of the introduction of B2B transaction to activate the ship store industry, found the disturbing factors of the activation of ship store B2B through the interviews subject to the people in charge of purchase of the shipping companies and the practical experts of the ship store suppliers, collectively managed the most important factor among them, and provided an opportunity to search for the solutions.

This restricts of this study are as follows.

First, this study induced the disturbing factors of B2B transactions of ship store companies through previous studies and surveys, and found the preferable orders. However, the fact that it could not consider all the factors when classifying the selection criteria of the important factors could work important variable, so that it is necessary to include more objective standards. Since most of the disturbing factors found in the previous studies are subject to general companies, the work to find the disturbing factors of the B2B transactions of ship stores could not be more seriously and objectively made. Therefore, it would be necessary to perform the work to induce more suitable disturbing factors for the B2B transactions of the ship stores in the future studies.

Second, this study was promoted in the searching level to find the disturbing factors of B2B transactions of ship stores in the condition that there are almost no previous studies regarding the B2B of ship stores. Therefore in-depth analysis could not be made.

Third, there were no research methodologies or case studies that could explain how the B2B disturbing factors of the ship stores affect on the performance of the B2B of the ship stores.

The future study directions related to this study are as follows.

First, since this study was a searching study to know the relative importance of the disturbing factors for B2B transactions of the ship stores, it is necessary to expand the study to induce the success factors of B2B through more objective methods.

Seconds, more studies that apply various research methodologies to overcome the limit of the analysis through AHP adopted in this study are necessary.