Abstract
The recent business environment can be said to be a digital era in which advanced information technology combines with existing industries to form a new industrial structure. In a multilateral society where various smart devices are distributed and a digital environment is created, the ability to respond flexibly is considered important. Therefore, it can be said that “digital competency” is presented as a competency that small business owners must have. This study investigated how digital device capabilities and digital content capabilities affect online market response for small business owners in Daegu, and analyzed the moderating effect of digital content utilization capabilities in this relationship. Further analysis was conducted based on the demographic standards of small business owners to determine how digital device capabilities and digital content capabilities appear and how digital content capabilities differ.The results of the empirical analysis are as follows. In a study of the entire group, high digital content capabilities were found to further strengthen the impact of digital device capabilities on responding to the online market. In addition, additional analysis was conducted by dividing small business owners into two groups based on the demographic criteria. In the case of women, digital content competency was found to positively control the relationship between digital device competency and online market response in small and high-educated groups.
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