프랜차이즈 커피점의 상가임대료 결정요인에 관한 연구
A Study on Determinants of Franchised Coffee Shop Rents
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초록
이 연구는 다중회귀분석으로 서울시 프랜차이즈 커피점의 상가임대료의 결정 요인을 분석하였다. 중심지이론, 집적이론, 그리고 외부수요의 이론은 경험적 모형의 기초를 제공한다. 이 연구에서 사용된 자료는 서울시의 2,000개 상점으로 구성되었다. 연구결과로서, 이 결과는 3.3㎡ 당 커피점의 매출 액, 상권의 특성, 상점의 특징이 3.3㎡당 커피점의 상가임대료에 영향을 준다는 것을 보였다. 커피점의 매출은 커피점의 상가임대료의 주요 결정 요인이다. 아울러, 3.3㎡ 당 상가권리금과 상가보증금은 상가임대료와 정(+)의 관련성을 가지고 있다. 추가적으로, 상권의 도·소매업체의 수 및 제조업체의 수는 3.3㎡ 당 커피점의 상가임대료에 영향을 준다. 요약하면, 이 연구는 상권의 커피점의 브랜드 인지, 입지, 임차인 혼재, 그리고3.3㎡당 커피점의 임대료에 영향을 준다는 것을 제시한다.
Abstract
The study has analyzed the determinants of retail rents for the franchised coffee shop with the Multi-Regression analysis in Seoul. Central place, agglomeration, and demand-externality theories provide the basis for empirical models. The data used in this study consisted of 2,000 retail units in Seoul. As the results, the results show that coffee shop of retail sales per 3.3㎡ and characteristic of retail trade-areas, and characteristic of coffee shop affects on the coffee shop’s rents per 3.3㎡. Coffee Shop’s sales are the major determinant of coffee shop's rents. Also, coffee shop's goodwill per 3.3㎡ and rental bond per 3.3㎡ are positively correlated with a coffee shop's rents. Additionally, number of wholesale company and manufacturers in the retail trade-areas influences coffee shop’s rent per 3.3㎡. In summary, the study shows that coffee shop’s brand identity, location and retail mix in the retail trade areas affects a coffee shop's rent per 3.3㎡.
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