디지털 거래역량과 소비자 자신감의 관계분석

This study aims to explore the relationship between the digital empowerment and consumer self-confidence by analyzing the influence of digital literacy and subjective digital competence on digital behavior. It then suggests solutions to problems related to the digital divide. The fourth dataset of the “2022 Consumer Empowerment Index for Adults” from Korea Consumer Agency was analyzed. A multinomial regression and a path analysis were conducted with a total of 4,000 respondents. The results were as follows. First, the level of digital empowerment associated with post-purchase claim actions was relatively lower than the overall level of digital empowerment items. The levels of digital literacy, digital behavior, subjective digital competence, and consumer self-confidence varid significantly by age groups. Distinct differences existed between the following age groups: 50s, 60s and >70s. Second, age, income and education level, the digital literacy, and subjective digital competence were the most influential aspects of digital behavior and consumer self-confidence. Namely, both demographic and psychological factors affected digital behavior and consumer self-confidence. Third, age and subjective digital competence affected digital behavior, with consumer self-confidence serving as a mediator. Specifically, age had direct positive effects and indirect negative effects. The results implied that all age groups demanded the enforcement of the digital empowerment for claim actions. Both objective and psychological factors were considered to increase the digital empowerment. Detailed segmentation strategies would be required for older age groups rather than a one-size-fits-all approach. Moreover, consumer self-assurance could lead to increased digital behavior.