대형마트 및 기업형 슈퍼마켓(SSM) 영업규제와 소비자의 사회적 책임에대한 인식 조사

The purpose of this study is to examine Korean consumers' opinions about major issues in debate on regulation of SSMs. The most controversial regulations are restriction of open hours, temporal shutdown on weekends, and entry regulation. In order to consider Korean consumers' welfare, this study asks to consumers how they think about the main points of the pros and cons on regulation of SSMs, and consumer's social responsibility related to consuming behavior. The data came from 978 consumers living in Seoul, and the data were tested by descriptive statistics, t-test, and ANOVA. Key findings of the study were (a) Korean consumers agree the arguments for SSM regulations which are SSMs destroy mom-and-pop stores and traditional markets, and eventually hinder distribution industry by exercising monopoly power rather than the arguments against the regulation, violation of consumer choice and free competition. However, the degree of agreement is different from gender, age, and income. (b) the more aware of the Distribution Industry Development Law, and the more interested in regulation measures, the more agree with the pro-regulation. (c) Korean consumers who are more aware of consumer's social responsibility are more supportive for pro-regulations arguments rather than those who are less aware of consumer's social responsibility.