볼런터리체인 내 가맹점과 조합 사이의 상호 보호메커니즘이 성과에 미치는 영향

국문 초록 (Abstract)

우리나라의 유통개방은 유통산업의 양․질적 발전과 소비자 이익의 증가를 가져왔으나, 유통의 대형화에 따른 중소상공인, 골목상권, 전통시장 등 전통적인 유통의 쇠퇴를 가져왔다. 이렇게 점차 경쟁력을 잃어가고 있는 전통적인 소매유통업의 경쟁력을 강화하기 위한 방법으로 최근 들어 조직화와 협업화의 필요성이 대두되고 있으나, 이 역시 경험적인 연구는 매우 미미한 실정이다.
본 연구는 자원기반이론과 사회자본이론 그리고 유통채널에서의 관계연구들을 바탕으로 자영업자들이 주체가 되어 결성한 수평적 협력시스템인 볼런터리체인(voluntary chain)을 연구대상으로 하여 가맹점과 조합 상호간의 보호메커니즘이 성과에 어떠한 영향을 미치는지 규명하고자 하였다. 해당 유통시스템 내에서 상호 간의 보호메커니즘으로 가맹점과 조합의 관계특유투자와 상호관계자본을 들어 두 변수 간의 영향관계를 파악하였으며, 관계자본이 공유가치 집단응집성에 미치는 영향을 파악하고 마지막으로 공유가치와 집단응집성이 성과에 미치는 영향을 파악하였다.
볼런터리체인에 가입된 174개 슈퍼마켓을 대상으로 한 설문조사 결과, 조합의 관계특유투자의 증가는 관계자본형성에 영향을 미쳤으며, 관계자본의 증가에 따라 볼런터리체인 내에서 공유가치와 집단응집성이 증가하는 것으로 나타났다. 또한 공유가치와 집단응집성은 성과에 유의미한 영향을 미치는 것으로 나타났다. 반면, 가맹점의 관계특유투자는 관계자본형성에 유의미한 영향을 미치지는 못하는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

There has been some positive changes on retail market since it opened in 1996 such as increasing customer welfare and developing retail service technology. At the same time, notwithstanding, there has been some side effects such as sales decline to small-scale independent stores and traditional market. In this situation, some marketing scholars and practicers argue the necessity of systemization and collaboration for the reinforcement of traditional retail formats’s competitiveness.
The objective of this research is to find out the determinants of relationship performance in voluntary chain. In detail, the authors investigate the relationship between safeguarding mechanism such as mutual relationship specific investment and relationship capital and performance, and find out some mediating variables such as shared value and group cohesiveness between safeguarding mechanism and performance in voluntary chain, which means horizontal collaboration system of small independent retailers. The authors adopted two different theories, resource-based view and social capital theory to explain this phenomenon and presented conceptual framework which integrated the major determinants of performance in voluntary chain.
To verify the proposed research model and hypotheses, data were collected from 174 independent small retailer which joined in a voluntary chain. As a result of analysis, Headquarter’s relationship specific investment had positive effect on relationship capital and relationship capital had positive effect on shared value and group cohesiveness. Shared value and group cohesiveness gave significant influence on performance. However, unexpectedly, independent retail member’s specific investment was not related to its relationship capital.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설설정
• Ⅳ. 실증분석
• Ⅴ. 결론 및 시사점
• 참고문헌

참고문헌 (Reference)

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