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ISSN : 1738-3110
The Effects of Traditional Market Support Projects and Competition Intensity of Stores on Store Sales and Number of Visitors
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Abstract
Purpose - The purpose of this study is to investigate the effect of the government support project on traditional market and the interaction effect between the government support project and the competition intensity. Therefore, this study focuses on the competition intensity of individual stores in traditional markets, unlike the traditional research flow, which is beyond the competitive structure of traditional markets and large retailers. Research design, data, and methodology - This study is based on the data of 'Statistics of Traditional Market in 2017'. In this study, a multiple regression equation was constructed using the number of government support projects as an independent variable, competition intensity as an interaction, and sales per store, number of customers per store as a dependent variable for analysis. A multiple regression equation was constructed for the main effect analysis. To investigate the effect of the interaction, cohen(1980)'s regression equation and two-way ANOVA were used. Results - First, according to this study, the traditional market participated in the government support project showed that the sales and the number of visitors per store in the traditional market were higher than those in the non-participation market. Second, the impact of government support projects on sales per store(also number of visiting customers per store) can be different depending on the competition intensity. More specifically, if the market is politically supported by a market with a high level of competition, it may be more effective than the market with no support. Conclusions - Based on the results of the study, we suggested academic and practical implications and suggested that competition intensity of stores in the traditional market should be considered in the future. The implications of this study are as follows. First, the effects of the government's traditional market support project were analyzed empirically. Second, this study is different from the previous studies in that it examined the competitive strengths and the effects of individual stores in traditional markets, away from competition between traditional market and large retailers. Third, it provided practical implications for the operation of government support projects.
- keywords
- Retail Competition, Traditional Market, Competition Intensity, Support Projects
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