ABSTRACT

The effect of Regulations of super centers and SSM and consumer shopping behavior modification

Park Han-hyuk
Department of Business
Administration
The Graduate School
Sejong University


This study a proved research about the acceptance of regulation and shopping behavior modification in a consumer''s view. As the E-mart was open in 1993 and then distribution market was opened in 1996, Department stores and discount stores competed each other at distribution industry. Since 1998, large enterprise grew up rapidly in the area of super centers. Number of super centers increased by 437 in 2010 and major top three super centers occupied 78% of all. As a result, there was no demand for super centers. Finally, super centers started to take over SSM. In 2010, SSM''s store was expanded by 877 stores. People raised an issue about their profit. Raising needs of regulation upon opening and business of SSM, concentration on supermarket business of large business also triggered dispute. Especially, retail distribution law was revised in 2011.
This research studied whether this regulation is lawful and whether consumers accept this regulation''s justification and their convenience''s decline. After I researched, I reasoned that the justification of regulation strengthened in equity, necessity, the justification of procedure, and the justification of interaction. I also reasoned that consumer''s convenience decline factor is the invasion of sovereign, the decline of access''s convenience and trade convenience. The perceived justification of regulation has an effect on the acceptance of regulation in a positive manner. On the other hands, Consumers convenience''s decline factor has an effect the acceptance of regulation in a negative manner. Moreover the acceptance of regulation has an effect on consumer''s shopping behavior modification in a positive manner. In a regulated situation, I reasoned that shopping behavior modification factor is shopping delay, give up, leave. Regulation familiarity has an effect on the acceptance of regulation and shopping behavior modification in a different manner.
As mentioned before, I thought that Regulation has an effect on the invasion of Consumers sovereign, decline of access''s convenience. This study researched about the acceptance of regulation and shopping behavior modification in a consumer''s view. Further studies should be made to investigate the effects of a revised retail distribution law closely. To win-win between large business and small business, the policy of regulation was needed to be supplement in the better and systematical way.

Keywords : super centers, SSM(super super market), regulation,
acceptance of regulation, shopping behavior modification