A Study on the Impact of Perceived Regulation for Sales at Super Supermarket and Discount Store on Consumers’ Shopping Value and Subjective well-being

This study focused on consumers’ awareness about regulation for sales enforcing from government and local governments in Korea. For this purpose, this study examined the relationship between perceived regulatory restriction and subjective well-being, perceived regulatory restriction and shopping value, respectively. In order to verify the relationship, moderating effects and mediating effects, data were collected from 135 college students and consumers in Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows: First, consumers’ positive perception of regulatory restriction made It possible to enhance their SWB(subjective well-being). Second, consumers’ positive perception of regulatory restriction had not significantly positive influence about hedonic value but significantly positive influence about utilitarian value. Third, although, level of shopping value was not moderate, utilitarian value exhibit full mediation effect in the relationship between regulatory restriction and SWB. These results can be expected that the respondents of this study will show their positive attitude about win-win based on social norms. Also, we carefully expected that consumers who discomfort because of regulatory restriction resolved their inconvenience through other distributors. Finally, in oorder to increase distributors competitiveness, it suggested that they need to have a variety of marketing strategies to increase the utilitarian value of consumers.