온·오프라인 상품시장의 수직적 제한 및 효과에 대한 고찰

The definition of relevant product markets has traditionally relied on demand substitutability. However, the expansion of online distribution channels has significantly altered this concept. Notably, differentiated product markets have emerged, where product groups can be defined based on consumer perceptions of value and attributes, even without complete demand substitutability. This underscores the importance of quality competition alongside price competition. The delineation of differentiated product markets should account for the effects of vertical restraints in both online and offline channels. Traditional vertical restraints can soften competition in relevant markets, facilitating collusion to establish, maintain, or expand market dominance, thereby potentially harming consumer welfare. Conversely, resale price maintenance by suppliers in online markets can have pro-competitive effects, such as preventing quality degradation through price discounting restrictions and fostering quality competition by discouraging free-riding on investments in service quality improvement. This study compares and contrasts the pro-competitive and anti-competitive effects of vertical restraints in online markets, with a particular focus on the positive aspects of resale price maintenance.