소매업종별 온·오프라인 쇼핑 수요 변화의 지역적 특성에 관한 연구 :서울시 행정동을 중심으로

• 영문명: The Study on Regional Characteristics of Changes in Online and Offline Shopping Demand by Retail Sub-sector :Based on Administrative Districts in Seoul
• 발행기관: 한국도시부동산학회(구.도시정책학회)
• 저자명: 김지민(Ji Min Kim) 권영상(Youngsang Kwon) 임다혜(Da-Hye Yim)
• 간행물 정보: 『도시부동산연구』16권 3호, 26~52쪽, 전체 27쪽
• 주제분류: 사회과학 > 정책학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

This study analyzes the substitution patterns between online and offline shopping in the post-COVID-19 period using data from Seoul’s administrative districts, focusing on retail sub-sectors and regional characteristics. The study found that online shopping substituted offline channels for durable goods, while offline shopping for non-durable goods increased in the post-pandemic period, and semi-durable goods exhibited a complementary relationship. The results show that the likelihood of online substitution was found to be higher in areas with a greater concentration of young adults and lower income levels across all retail categories. In the case of semi-durable goods, a decline in the number of offline retail establishments was significantly associated with an increased probability of online shopping dominant substitution. For durable goods, physical constraints within the commercial environment—such as steeper average slopes and a lower proportion of commercially zoned land—emerged as significant determinants. Urban planning policies should be tailored to reflect regional shopping patterns, and selective support programs for small businesses are recommended to address local retail dynamics by retail sub-sector.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구의 틀

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

온라인 쇼핑 소매업 매출 ANOVA 분석 다항 로짓 분석 Online shopping Retail sales ANOVA analysis Multinomial logistic model