온라인 마켓플레이스 시장의 쏠림과 공존

Abstract

This study analyzes the determinants of the sales of large discount stores, using the data for 107 (52 E-Mart stores, 29 Lotte Mart stores, 26 Home Plus stores) subsidiaries of the top three national chains of large discount stores in Korea in 2004. To do this analysis, we defined the market areas for the large discount stores and then transformed the data for political-administrative areas into the data for market areas, using a GIS engine, MapInfo Professional 7.0. Unlike the existing literature that uses the uniform definition of market area, we differentiated the definitions of market area depending on the characteristics of the region. It was found that the population and the characteristics of stores have a significant positive effect on sales, that the number of cars, the number of old markets, and the presence of other large discount store within 2km-radius have a significant negative effect, and that the local tax per capita has an reversed U-shaped non-linear relationship with sales. Also, we analyze the probability of a large discount store being located in each of the 247 local adminisration districts. To do this analysis, we used a probit model and the spatial distribution of 137 large discount stores of the top three chains (69 E-Mart stores, 37 Lotte Mart stores, 28 Home Plus stores) as of the end of 2004. It was found that the number of households and the length of roads increases the probability, while the index of official land price decreases the probability of a local district having a large discount store. Again, the local tax per capita has a reversed U-shaped non-linear relationship with the probability of a distirct having a large discount store. To improve the forecast power of the probit model, careful studies on the cases where the forecast does not fit the actual observations are called for.