근거이론을 통해 살펴본 온라인 패션 쇼핑몰 창업 성공 요인

The competition to survive in the online fashion shopping mall (OFSM) market, characterized by low entry barriers, is intense. This study aims to provide useful guidelines for (pre-) entrepreneurs to establish and sustain OFSMs by meticulously analyzing success factors through grounded theory from a comprehensive perspective. The analysis revealed that the acting organization (passionate entrepreneur, cooperative organization) overcame the difficulties they faced (related to entrepreneurs, planning and inventory, purchasing, in-house manufacturing) and carefully operated the OFSM (differentiated planning based on information research, high-quality specialized products, eye-catching websites, purchase-inspiring photos, interesting content creation and SNS management, delivery and service based on understanding customers' minds, constant communication with customers, etc.). This approach led to customer satisfaction. Ultimately, this study found that survival and continuation (step-by-step growth, stable sales maintenance, leapfrog sales growth, and continuous sales growth) were achievable. The findings offer valuable insights to (pre-) entrepreneurs, enabling them to develop new strategies through a deeper and more comprehensive understanding of the successful OFSM business system.