소매기업의 점포선택경로가 부동산가치에 미치는 영향분석

The Analysis of corporate real estate values influenced by the store choice paths of retailers

In globalisation process of retailing, even though many researches have been done regarding store choice and store performance separately, there are still a limited number of empirical studies demonstrating what influence that retailer’s path of sequential store choice has on corporate real estate(CRE) values. This study has analyzed 127 hypermarket stores that of transnational and incumbent retailers in Korean retail market by using factor and path analyses. This study has verified what influence that retailer’s path of store choice has on the CRE values: 1)the store acquisition methods have a positive influence, 2) the strategic store formats have a positive influence, 3) the trade area & hinterlands have a negative influence, 4) the store sales have a positive influence, and 5) superior store performance has a negative influence on the CRE values. Transnational retailers tend to focus on a decision making that has a positive influence on the path of strategic store format, of store sale, and of superior store performance, while incumbent retailers tend to not only focus on the same path of store choice as transnational retailers have, but also more enhanced path of store sale, of the store acquisition methods, and of the trade area & hinterlands.