This study employed a Focus Group Interview(FGI) to examine seafood distribution stakeholders’ perceptions of digital transformation and their support needs for the adoption of digital technologies. In-depth interviews were conducted with ten stakeholders, including auctioneers, middlemen, and a fisherman-middleman from Seoul, Busan, and Jeonnam.
The findings indicate that the overall level of awareness and understanding of digital technologies among participants was relatively low, with noticeable differences across age groups. While respondents generally recognized the need for digital transformation, they expressed cautious attitudes toward the adoption of digital technologies in auction systems due to concerns regarding the unique characteristics of seafood products, the importance of field experience, and system reliability. In contrast, participants showed relatively positive attitudes toward the digitalization of administrative tasks, such as documentation, record management, and inventory control, citing improvements in efficiency and convenience.
Participants also emphasized the importance of education and training, user-centered system design, data management, and institutional support for successful digital transformation. The results suggest that digital transformation in the seafood distribution sector should be implemented gradually through a user-centered approach supported by appropriate institutional frameworks in order to enhance distribution efficiency and industry competitiveness.