해외 온라인 유통사업 진출 시 성공요인 대한 연구: 인도네시아 시장을 중심으로

The e-commerce market size of the Asia Pacific region is growing rapidly. It is expected to reach US$ 1,052.9 billion in 2017, which will account for 60% of the expected e-commerce market size of the North America in the same year. Indonesia has 83 million Internet users which is the eighth largest in the world. Therefore, this study was conducted to derive the weights of success factors for domestic distributors entering Indonesian e-commerce market using Fuzzy-AHP. As a result, service was the largest success factor at the weight of 0.43, followed by product management at 0.33. An analysis of the sub-factors of service revealed that convenience of payment was the highest success factor at the weight of 0.41, followed by delivery (0.35) and operation (0.24). An analysis of the sub-factors of environmental characteristics revealed that the online environment of local market was the highest success factor at the weight of 0.36, followed by offline environment at 0.32. An analysis of the sub-factors of site functionality revealed that site convenience was the highest success factor at the weight of 0.59. An analysis of the sub-factors of product management revealed that product quality was the most important success factor at the weight of 0.43. When the weights of all success factors for domestic distributors entering overseas online distribution business were analyzed, the most important success factor was payment convenience (0.176), followed by delivery (0.147), product quality (0.139), and price (0.135).