유통 자영업과 SSM규제법: SSM 규제법에 대한 소비자 반응을 중심으로

Self-employed Retailer and the SSM Regulation Law : Focusing on the Consumer’s Response to the SSM Regulation Law

With the effect of SSM Regulation Law looking bleak, this study aims to investigate promotion strategies for a consumer’s adoption of SSM Regulation Law. For this, we verified the effect of perceived risk of traditional market/small neighborhood shops and practical buying tendency on the consumer attitude toward the SSM regulation law. And in this process, the present study examined the moderating role of a perceived fairness of the SSM Regulation Law and the attitude toward the large discount chain. The main findings of this study were as follows. First, all the moderating effect hypotheses on a perceived risk were supported. This means we can manage consumer attitude toward the SSM regulation law by managing the degree of perceived fairness. On the otherhand, the moderating effect hypotheses on an attitude toward the large discount chain were rejected. So, we see the consumer attitude toward the large discount chain was irrelevant to the relations between the perceived risk/practical buying tendency and consumer attitude toward the SSM regulation law.