A Comparative Study on the Factors Influencing Sales of Small Businesses in Seoul before and after the COVID-19 Pandemic

Abstract

1. CONTENTS (1) RESEARCH OBJECTIVES This study compares and analyzes the factors affecting the sales of Small business in 2020 and 2021, when social distancing became common in 2019 before the outbreak of COVID-19. (2) RESEARCH METHOD As a research method, literature search and empirical analysis related to sales of shopping malls were conducted, and as an analysis method, the Multiple Regression Analysis was used in consideration of the cross-sectional characteristics of dependent and independent variables. (3) RESEARCH FINDINGS As a result of the analysis, nine variables were found based on the 5% significance level, including gender, business hours, monthly holidays, number of workers, independent stores, exclusive area, lease contract date, and total investment cost. On the other hand, based on the significance level of 10%, it was found that the presence or absence of parking lots among the variables had an effect on sales. 2. RESULTS As consumption trends change online, discussions are also taking place on strengthening online services and building platforms for small business owners. It is necessary to open and operate a digital transformation untact service platform to strengthen the self-sustaining power of the alley business and restore vitality. In addition, various functions such as delivery apps necessary for ordering and delivery, and a promotion system using influencers should be integrated.