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E-ISSN : 2288-2766

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Vol.4 No.2

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A Study on Commercial Power of Traditional Market

A Study on Commercial Power of Traditional Market

동아시아경상학회지 / East Asian Journal of Business Economics, (E)2288-2766
2016, v.4 no.2, pp.1-11
https://doi.org/10.20498/eajbe.2016.4.2.1
백기영 (을지대학교)
윤명길 (을지대학교)
백기영, & 윤명길. (2016). A Study on Commercial Power of Traditional Market. 동아시아경상학회지, 4(2), 1-11, https://doi.org/10.20498/eajbe.2016.4.2.1

Abstract

This study investigated commercial power theory of traditional market through the analysis of literature review. Consumers’ store selection models are made up a theory based on normative hypothesis, theory of mutual reaction, utility function estimation model, and cognitive-behavioral model. Detailed models are as follows. Normative hypothesis based theory is divided into Reilly’s retail gratification theory and Converse’s revised retail gratification theory. Interaction theory is composed of Huff’s probability gratification theory, MCI model and Multi-nominal Logit Model (MNL model). There are four models in retail organization position theory such as central place theories, single store position theory, multi store position – assign model, and retail growth potential model. In case of single store position theory, theoretical and empirical techniques have developed for a decision to optimum single store position. Those are like these, a check list, the most simple and systematic method, analogy, and micro-analysis technique. Aforementioned models are theoretical and mathematical commercial power measurement and/or model. The study has rather limitations because the variation factors included in formula are only a part of actual commercial power. Therefore, further study shall be made continuously to commercial power areas and variables.

keywords
Traditional Market, Commercial Power, Theory of Commercial Power

참고문헌

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