소비자분쟁해결환경 요인과 소비자역량 요인이 소비자분쟁해결방법 인지와 이용에 미치는 영향

This study aimed to find means to increase consumer satisfaction and interests through prompt and amicable resolution of consumer disputes by seeking ways to promote consumers’ recognition and use of consumer dispute resolution channels. The study investigated recognition and use of consumer dispute resolution such as business customer counseling, the 1372 consumer counseling center, consumer dispute mediation, as well as court litigation, and tested the influence of the consumer dispute resolution environment and consumer competency on the recognition and use of consumer dispute resolution channels. Data of 8,000 respondents from the Statistics of Korea Consumer Agency’s “2019 Consumption Life Indicators in Korea” were used. The recognition rate of each consumer dispute resolution method was around 40%; the highest recognition rate was that of business customer counseling. The use rate of business customer counseling was 14%, and that of all other resolution was very low, less than 5%. The main determinant in each consumer dispute resolution recognition was participation in consumer organization activities. Convenience of access to the consumer dispute resolution counter had positive influence on recognition of business customer counseling and the 1372 consumer counseling center. Trust of the consumer dispute resolution counter positively affected recognition of consumer dispute mediation and court litigation. Participation in business administration activities positively influenced recognition of business customer counseling. Participation in government policy activities positively affected recognition of the 1372 consumer counseling center and the consumer dispute mediation methods. On use of business customer counseling, participation in consumer organization activities had positive effect, and participation in consumer damage prevention education and comparing information between products had negative influence. Convenience of access to the consumer dispute resolution counter and confirmation of contracts and terms in transactions had positive influence on the 1372 consumer counseling center. Based on the above results, this study proposes multiple ways to activate recognition and use of each consumer dispute resolution channel.