Traditional Handicrafts Under the Impact of the Digital Transformation

Hoa Phan Van (), Anh Ngoc Quynh and Nhi Phan Nhieu Thuc
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Hoa Phan Van: University of Economics, Hue University
Anh Ngoc Quynh: University of Economics, Hue University
Nhi Phan Nhieu Thuc: University of Economics, Hue University

A chapter in New Challenges of the Global Economy for Business Management, 2025, pp 1273-1288 from Springer

Abstract: Abstract Currently, traditional handicraft industries are confronted with numerous challenges, including obsolete designs, antiquated production processes, ineffective advertising and marketing strategies, as well as a lack of competitive analysis and a disregard for consumer preferences. These factors have contributed to a shrinking market and increasing difficulties in product consumption. Based on relevant literature, we conducted an analytical study estimating the impact of digital transformation on customer satisfaction with online purchases of local traditional handicraft products. The objective of this research is to encourage the adoption of digital transformation to enhance product consumption and promote the development of traditional handicraft industries in the near future. The research employs descriptive statistical methods, Exploratory Factor Analysis (EFA), and regression analysis, utilizing secondary data from 2018 to 2023. A survey was conducted involving 103 production facilities and 150 online consumers of traditional handicraft products. The findings indicate that digital transformation has significantly bolstered the traditional handicraft industries in Quang Binh, fostering job creation and enhancing income levels. To further augment the application of digital transformation, it is imperative to implement comprehensive solutions, such as integrating digital technologies, digitizing products, providing financial support, and progressively developing traditional crafts to meet the demands of production, export, and domestic consumption in the current digital era.

Keywords: Traditional crafts; Traditional handicraft development; Digital transformation; Quang Binh; Vietnam (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-981-96-4116-1_81

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