전속대리점(Exclusive Dealing)과 공동소매점(Non-Exclusive Dealing)의 결정요인에 관한 탐색적 연구

One of the distinct characteristics of distribution channel in Korea is exclusive dealing(ED) of most specialty goods. Previous research on ED show conflicting results regarding its economic effects; some argue ED has anti-competitive influences while others support ED’s pro-competitive effects. Current research on ED, however, agree that the system has significant impact on the behavior of economic participants including manufacturers, retailers, and consumers. Futhermore, it also affects social welfare. The purpose of the research is to review such economic effects of ED from marketing and industrial organization literature, and empirically test the hypothesis derived from existing literature. Previous research on the ED effects indicate that the anti or pro-competitive effects can be explained in various ways. Manufacturers seem to benefit from ED arrangement, retail price tend to increase while consumer welfare decreases. ED has both negative and positive impact on social welfare. Empirical study on the determinants on the ED vs. NED reveals that information distiribution cost variation, product differentiation, and product involvement affect the channel structure while distribution cost uncertainty and brand loyalty do not.