대형유통 점 영업규제에 대한 소비자 평가와 쇼핑행동수정 (The effect of Regulations of super centers and SSM and consumer shopping behavior modification)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 20권 / 3호 / 23 ~ 42페이지
· 저자명 : 박한혁, 이동일

초록

1996년 유통시장의 개방이후 대형마트가 지속적인 성장으로 국내에서 2013년 483개 점포로 성장하고, 기업형 슈퍼마켓(이하 SSM)이 2008년을 전후로 급속한 출점으로 대기업과 중소상인과의 갈등이 심화되었다. 규제에 대한 찬성과 반대의 갈등 속에서 골목상권이 보호되어야 한다는 논리로 유통산업 발전법이 개정되어 영업규제가 실시되었다. 본 연구는 영업규제 정책의 시행 이후 소비자들의 규제 평가와 쇼핑행동수정에 관한 실증 연구이다.
영업규제 실시에 대한 법적 정당성 논란, 대형마트의 매출 감소에 대한 우려, 중소상인의 추가적인 규제요구 등 규제에 찬성하는 집단과 반대하는 집단의 갈등이 심화되고 있는 상황에서 소비자들의 규제에 대한 평가로 지각된 정당성에 동의 정도, 소비자 후생감소의 동의 정도를 연구하였다.
연구결과, 규제의 정당성을 강화시키는 요인으로 형평성, 필요성, 절차정당성, 상호작용정당성 요인을 추론하였으며 소비자 후생감소 요인으로 주권침해, 접근편의성감소, 거래편의성감소 요인을 추론하였다. 규제의 지각된 정당성은 규제 수용에 정(+)의 영향을 미치고, 소비자 후생감소 요인은 규제수용에 부(-)의 영향을 미치고, 규제수용은 쇼핑행동수정에 정(+)의 영향이 실증 되었다. 영업규제에 대한 소비자의 쇼핑행동수정 요인으로 구매일자 조정, 점포전환, 구매포기 모형을 검증하였다.
본 연구는 소비자 관점에서 규제평가와 쇼핑행동수정에 관한 소비자 규제수용 모형 제시 및 영업규제의 문제점과 정책적 제고 방향을 제시하였다.

영어초록

This study is a proved research about the acceptance of regulation and shopping behavior modification in a consumer's view. The Number of super centers increased by 483 in 2013. In 2013, SSM's store was expanded by 1252 stores.
As a result, Because of Rapid growth of large retailers, The competitiveness of small and medium retailers is losing. On the other hand Super centers. SSM growth was sustained, Which brought up a positive effect that promotes the distribution industry and consumer welfare.
People raised an issue about their profit. Raising needs of regulation upon opening and business of SSM, concentration on supermarket business of large business. Especially, retail distribution law was revised in 2031. Sales regulation by January 2013 Distribution Industry Development Act must be closed off duty must 2 days per month and hours restrictions are enlarged 10:00-24:00 o'clock. A fine was up to 100 million won when the violation limitations and obligations found during the holidays. But closed decision was confirmed to be adjusted between the holidays stakeholder consensus..
As the regulation of Large distribution store began, This study researched consumer's evaluation about perceived legitimacy of business regulations and reducing consumer welfare. Then this study also deduce how the regulations impact on the acceptance, shopping behavior. This study is the perceived legitimacy of equity for the business regulatory factors, the need, justification procedures, interactions and to study the relationship between legitimacy and acceptance of the regulations. And the perceived reduction in consumer welfare factors which infringe the sovereignty of the consumer, and to present the relationship between loss and ease regulatory acceptance.
As a result, factors that affect the perceived legitimacy of the regulation that large retailers operating in accordance with regulatory enforcement and reduce consumer welfare and regulatory acceptance, set the research model, such as <Figure 1> to present how they affect shopping behavior modification It was.
H1. Regulatory acceptance will have a significant impact on shopping behavior modification (Buy adjustment, buying abandoned, the store switch).
H2. Perceived validity will have a positive effect on regulatory acceptance.
H3. Consumer benefits reduction will affect the negative regulatory acceptance.
Hypothesis Testing results were shown in <Table1,Figure2>, referring in detail as follows.
Hypothesis 1-1, the impact on the regulatory acceptance to purchase adjustments significant (path coefficient = .220, p <.001) were demonstrated. Therefore this level to accommodate higher sales restrictions also purchase adjustment was higher. Hypothesis 1-2, the impact on regulatory acceptance abandon the purchase is significant (path coefficient = .316, p <.001) appear to have, give up buying the business regulatory acceptance level was analyzed by high levels even higher. Hypothesis 1-3, regulatory acceptance significant impact on the stores transition (path coefficient = .317, p <.001) that was analyzed. Therefore, the regulatory acceptance level high-store sales also showed a high conversion.
Hypothesis 2, perceived legitimacy significant impact on regulatory acceptance (path coefficient = .437, p <.001) appears to have, the higher the legitimacy of business regulation was identified as a high level of regulatory acceptance. In addition, the perceived validity showed that receives a lot of impact on the need for control of the operating factors of the four molding surface.
Hypothesis 3, reduced consumer welfare effects of regulatory acceptance statistically significant (path coefficient = -. 234, p <.001) as shown, the longer sales due to regulatory restrictions reduce the welfare of consumers revealed that a low degree of acceptance. And reducing consumer welfare recipients were analyzed by the factors most affect the sovereignty infringement.
This study researched about the acceptance of regulation and shopping behavior modification in a consumer's view. Contribution of this study can be summarized in three. First, a study model implemented in the present study allows to analyze the influence of the factors affecting the validity and reduced welfare of operating regulations that is recognized by the consumer view. It is also thought that the academic significance in that it can analyze the relative influence of each factor and regulatory acceptance, shopping behavior modification. Second, this study says that the perceived legitimacy is has a positive effect on regulatory acceptance, While consumer welfare has a negative effect on it. - shopping behavior modification factors- 1,adjusting the date of purchase. 2, verify the store conversion. 3, giving up the model purchased. Finally, When business regulation invades consumer's right and decreases business profit, Current regulatory policies will be supplemented by considering the position of the consumer.

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