전자상거래 오픈 마켓 시장은 지속적으로 크게 성장하고 있지만, 반면에 낮은 진입장벽으로 인한 높은 경쟁은 판매자들의 성공 및 생존을 보장할 수 없는 시장의 특성을 가지고 있다. 때문에 단순한 판매의 용이성 및 낮은 시장진입 비용만을 고려한 사업의 수행은 높은 실패의 위험을 가지고 있다고 볼 수 있다. 이러한 점에서 본 연구에서는 전자상거래 오픈마켓 사업자들이 사업 수행 및 준비 단계에서 고려해야할 다양한 사항들을 BSC 기반의 네 가지 관점에서 정리하고, 네 가지 관점을 변수화하여 이들 간의 인과관계를 살펴보고자 하였다. 분석결과 내부프로세스 성과는 고객 및 서비스와 재무관점의 성과에 유의한 영향을 미치고, 고객 및 서비스 관점의 성과는 재무성과에, 그리고 재무성과는 학습 및 성장성과에 유의한 영향을 미치는 것으로 나타났다. 또한 오픈마켓 사업 수행 기간에 따른 차이를 보고자 ANOVA 분석을 실시하였는데, 사업 수행 기간에 따라 각각의 변수 간 뚜렷한 차이가 존재한다는 것을 알 수 있었다. 이러한 결과를 바탕으로 본 연구에서는 BSC 기반의 실행 및 성과 지표를 기반으로 단계적 성장 전략을 제시하였다.

While the open market in E-commerce show continuous growth, it has a characteristic that high competition may not assure the success for all sellers. Therefore, only considering the ease of sale and low entering cost to open market, sellers' businesses may have higher ratio of failure. in this point, this study suggested a performance index for BSC based four perspectives which can be usable to perform and prepare the business of open markets, and attempted to analyze the casual relationships among the four perspectives(inner process, finanacial, customer and service, and learning and growth). As the results, inner process performance has statistically significant effects to customer and service performance and finanaical performance, and customer and service perfomance also does to financial performance. Also, financial performance has significant relationships with learning and growth performance. Also, this study attempted to find the differences according to the business periods in open markets with ANOVA test and the result shows the statistically significant differences among the three seller groups. Lastly, it suggested a strategic and progressive approach to open market based on the results and BSC four perspectives.

While the open market in E-commerce show continuous growth, it has a characteristic that high competition may not assure the success for all sellers. Therefore, only considering the ease of sale and low entering cost to open market, sellers' businesses may have higher ratio of failure. in this point, this study suggested a performance index for BSC based four perspectives which can be usable to perform and prepare the business of open markets, and attempted to analyze the casual relationships among the four perspectives(inner process, finanacial, customer and service, and learning and growth). As the results, inner process performance has statistically significant effects to customer and service performance and finanaical performance, and customer and service perfomance also does to financial performance. Also, financial performance has significant relationships with learning and growth performance. Also, this study attempted to find the differences according to the business periods in open markets with ANOVA test and the result shows the statistically significant differences among the three seller groups. Lastly, it suggested a strategic and progressive approach to open market based on the results and BSC four perspectives.

BSC, Open market, E-Commerce