유통산업 블록체인 도입을 위한 소비자 지불의사액 추정 = The Estimation of User's Willingness to Pay for the Distribution Industry BlockChain

다국어 초록 (Multilingual Abstract)

Retail companies are actively considering the adoption of blockchain as a means to secure transparency and increase security in the distribution process with the world's food supply chain becoming more complex, and growing interest and need for safe food and reliable distribution systems.
Since blockchain introduced as the concept of a secure block in 1991, it‘s adoption has been actively discussed not only in the financial industry but also in the distribution industry due to its transparency and reliability, and building a blockchain platform and it’s using was progressing rapidly by domestic retail companies as well as global retail companies.
Measuring consumer satisfaction and reliability, which are consumers' benefits to the adoption of the blockchain, and the resulting additional revenue is the information necessary for retail companies to make the blockchain investment decision. Thus, this study used the survey's 1,000 person response data to estimate the additional willingness to pay (WTP) for the prices of products. More than 75% of respondents indicated that they were willing to pay additional costs for the adoption of the blockchain and additional WTP was estimated to 7.24 to 7.94% of the commodity price from a conservative perspective. These additional willingness to pay probabilities were found to be higher in annual household income and education levels, and higher in retail shop visits. In addition, the people who are older and single were more likely to pay extra.
Based on the median WTP of 7.57%, the monthly revenue growth of large discount stores, department stores, convenience stores, and super supermarkets to the food sector is 101.7, 23.3, 71.8, and 31.5 billion won respectively, and these major retail companies’ annual revenue growth is 228.2 billion won. Thus, if the distribution industry provides benefit to users through one-time investment in blockchain, the distribution industry could achieve a 2.2 percent annual increase in sales in the food sector only. In addition, the efficiency of distribution information management and cost reduction can be seen as side effects.

국문 초록 (Abstract)

세계의 식품 공급망이 복잡해지면서 안전한 식품과 신뢰할 수 있는 유통체계에 관한 관심과 필요성이 증대되고 있는 시점에서 유통기업들은 유통과정의 투명성을 확보하고 보안을 강화하기 위한 수단으로 블록체인 도입을 적극적으로 추진하고 있다.
블록체인은 1991년 암호화된 안전한 블록의 개념으로 소개된 이후 블록체인에 저장된 정보에 대한 투명성과 신뢰성으로 금융산업은 물론 유통산업에서도 이의 도입에 대해 활발히 논의되고 있고, 현재 글로벌 유통기업은 물론 국내 유통기업들도 블록체인 플랫폼 구축과 이의 활용이 급속히 진행되고 있다.
블록체인의 유통산업 도입에 대한 소비자의 편익인 소비자 만족도와 신뢰도 그리고 이를 통한 추가적인 수익의 측정은 유통기업들의 블록체인 투자 의사결정에 필요한 정보이다. 이를 위해 본 연구에서는 설문을 통한 1,000명의 응답자료를 활용하여 기존 상품의 가격에 대한 추가적 지불의사액(WTP, Willingness to pay)을 추정하였다. 응답자의 75% 이상이 블록체인의 유통산업 도입에 대해 추가로 비용을 지불할 의사가 있는 것으로 나타났고 그 금액은 보수적 관점에서 상품가격의 7.24~7.94%로 추정되었다. 추가 지불 확률은 연간 가구소득과 교육수준이 높을수록 그리고 유통업체 방문이 많을수록 높은 것으로 나타났다. 추가로 나이가 많을수록 그리고 미혼인 경우가 기혼에 비해 추가적 지불 확률이 높은 것으로 나타났다.
WTP 중앙값 7.57%를 적용했을 때, 주요 유통업체에서 식품분야에 한정하여 연간 기대할 수 있는 매출의 증가분은 대형마트, 백화점, 편의점, 기업형슈퍼마켓(SSM)에서 각각 월 1,017억 원, 233억 원, 718억 원, 315억 원으로 총 2,282억 원이며 연간으로 환산하면 약 2조 7,000억 원 정도로 나타났다. 따라서 유통산업에서 블록체인 관련 일회성 투자를 통해 사용자들에게 유익한 효용을 제공한다면 식품 분야로 한정해서 연간 2.2%의 매출 증대 효과를 얻을 수 있는 것으로 나타났다. 추가로 유통정보관리의 효율성과 비용절감 등의 유통업체의 효용은 부수적인 효과로 볼 수 있다.

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