수정 Huff 모형을 이용한 SSM 입점 피해반경 및 피해율 산정에 관한 연구

Recently, large retail enterprises are growing rapidly while small ones are stagnating. Thus, conflicts between the two groups become severe as the number of SSM(Super-Super Market) of large enterprises increases in areas where small retail stores are dominant. In order to resolve these conflicts through the 'Systems on Limiting the Business of Large Enterprises(SLBLE),' it is not easy to appraise damages of small retailers by a new SSM store. The relevant data and studies on the extent and ratio of damage in sales and on proper appraisal method are all rare. The area of empirical analysis located in east side of Seoul is chosen among those areas decided by SLBLE Arbitration Proposals. With data on damages collected through questionnaire survey and appraisal, reasonable range and ratio of damage in sales of existing stores are drawn by a modified Huff model. Two important findings are derived through these analyses. First, the range of damage of a 300-meter radius from the SSM is reasonable in this area. Second, the difference in damage ratios calculated with a modified Huff model and with appraisal turns out to be 4.4 percent points. This results could be utilized as one of the useful guidelines when range and magnitude of damages are estimated under SLBLE or appraisal situation.