CVR 평가 및 AHP 분석을 이용한 정부정책의 소비자지향성 평가지표 개발

Abstract

With the announcement of the Fair Trade Commission Republic of Korea in 2009 that is expected to change consumer policies to be more consumer-oriented, the efforts and interest are increasing. However there have not been criteria, researches or publications for evaluating the consumer-orientation of policies. For this purpose, related concepts were reviewed from literature on consumer orientation, green society, and green policies. Based on the review,preliminary and final items to evaluate green-related policies in Korea from the perspective of consumer orientation were selected through the analysis of CVR from Delphi investigation. Evaluation items focusing too much on green-related policies were modified and supplemented so that they might be reflected in other government policies. Based on the selected final evaluation items, the hierarchy and relative importance of evaluation items were verified by applying AHP(Analytic Hierarchy Process). The results of this study are summarized as follows ;First in order to develop items to evaluate consumer orientation, CVR evaluation was performed. Although green-related policies were used for item development, items limited to green-related policies were modified so that they might be applicable to all kinds of government policies. Finally, four categories choice, participation, information and safety were selected, and 5questions were formulated for each category so a total of 20 questions. Second, from AHP analysis to prioritize evaluation items and calculate weight using the Expert Choice program, the categories were prioritized in order of choice, information, safety, and participation. Based on this priority, the researcher named this model C-I-S-P Evaluation Model for Consumer Orientation in Government Policies. Third, from the analysis of priority among the sub-items of selection, they were prioritized in order of accessibility and universality in consumer selection,restrictions on transaction conditions in consumer selection, variety in consumer selection,restrictions on the selection of verification institutions, and variety in producer selection. The sub-items of information were prioritized in order of authenticity of information, continuation of information, variety of information, easiness of information delivery, and appropriateness of information. The sub-items of safety were prioritized in order of appropriateness of verification institution, whether to enforce safety standards, whether to have a fixed range of consumers’damage, whether to guarantee compensation for consumers’ damage by base laws, and compatibility with international standards. The sub-items of participation were prioritized in order of consumers’participation rate, improvement rate of problems proposed by consumer representatives,appropriateness of consumer role, improvement in administration among government agencies,and appropriateness of the government’s interactions. Fourth, Based on these priorities from the analysis results, the combined weight of the finally selected 20 sub-items was calculated. In terms of overall priority level, accessibility and universality in consumer selection in the selection part was highest, and appropriateness of the government’s interactions in the participation part was lowest. The top five factors were accessibility and universality in consumer selection,authenticity of information, restrictions on transaction conditions in consumer selection, and appropriateness of verification institutions. There were three factors from selection, one from information, and one from safety. At last, in order to develop an index for weight to be considered in consumer orientation evaluation, the converted score of each evaluation item was calculated first and then a score table was made for the final 20 items using a 5-point scale (Very Good,Good, Medium, Insufficient, and Very Insufficient) to make the full score 100