상업시설 이용행태와 지역애착심, 지역커뮤니티 간의 영향관계 연구

Abstract

전통시장은 단순히 물질적 소비뿐만 아니라 사회적 교류를 통해 주민들 간의 커뮤니티를 형성해오던 장소이다. 그러나 기업형 슈퍼마켓(SSM)의 등장은 새로운 복합소비 공간을 탄생시켰으며 기존의 근린상점들의 쇠퇴를 가속화시키는 하나의 원인이 되었다. 정부는 소규모 상점을 비롯한 전통시장의 경쟁력 제고를 위해 대규모 상업시설의 입지규제, 대형마트 영업규제 등 정책적인 노력을 시행하였으나 실효성을 거두지 못하였다. 다양한 근린활동 중 상업활동은 상업시설을 이용하면서 필수적으로 나타나는 활동으로 상업시설 환경에 따라 활동양상은 다양하게 나타난다. 이는 상업시설의 유형에 따라 이용행태에 상이한 영향을 미칠 수 있음을 의미한다. 근린에서의 다양한 활동은 거주지역에 대한 애착, 주민들의 유대감 형성에 긍정적인 영향을 주는 요소로 지역 거주민들은 이를 통해 그 지역에서 안정감을 가지고 지속적으로 생활할 수 있는 원동력이 된다. 이러한 측면에서 본 연구는 ‘전통시장이 주민들의 만남이 이루어지는 장소로 주민들 간의 커뮤니티 형성에 중요한 역할을 할 수 있다.’라는 전제에서 출발하였다. 이에 상이한 상업시설 유형에 따라 이용행태가 다르며 어떤 시설을 이용하는지에 따라 지역애착심과 지역커뮤니티에도 상이한 영향을 미칠 수 있다는 측면에 초점을 맞추었으며 상업시설과 상업시설 이용행태, 지역애착심, 지역커뮤니티 간의 상관관계 고찰을 목표로 한다. 이에 대상지를 선정한 뒤(용답동 용답상가시장, 면목동 사가정골목시장) 설문조사를 통해 자료를 수집하였다. 수집한 자료를 구축한 뒤 경로분석을 실시하여 상업시설 이용행태가 지역애착심과 지역커뮤니티에 주는 영향을 살펴보고 조절효과검증을 통해 상업시설 유형에 따른 차이를 살펴보았다. 분석결과 주민들의 인구특성 중 상업시설 방문빈도에 영향을 준 요인은 연령대로 나타났으며 지역애착심에 영향을 준 요인은 거주기간으로 나타났다. 상업시설 방문빈도는 주민 및 가게점원과의 교류에 유의한 영향을 주었으며 전통시장과 Mall형에서도 모두 유의한 수치로 나타났다. 즉, 상업시설의 환경에 따른 차이 상관없이 상업시설을 자주 이용할수록 사람들과의 교류나 접촉이 활발하게 나타나고 있음을 보여주었다. 상업시설 방문빈도는 전반적으로 지역애착심에 유의한 영향을 주었으나 조절효과 검증 결과 전통시장에서만 모두 유의하게 나타났다. 상업시설을 이용하기 위해 외출하면서 주변 지역에 대한 경험할 기회가 생기며 이는 지역에 대한 관심, 친밀감까지 연결되고 있음을 보여주었다. 다만, 이러한 영향이 Mall형보다 전통시장에서 더 뚜렷하게 나타났다. 주민 및 가게점원과의 교류는 모두 지역커뮤니티에 유의한 영향을 주었으며 상업시설을 이용하면서 형성되는 사람들과의 접촉이나 교류가 지역 주민들 간의 유대관계 형성에 긍정적인 영향을 주고 있음을 보여주었다. 지역애착심이 지역커뮤니티에 미치는 영향은 모두 유의하게 나타났으며 조절효과 검증 결과 전통시장과 Mall형 모두 유의한 수치로 나타났다. 이는 자신이 거주하고 있는 지역에 대한 애착이 강한 사람일수록 주민들 간의 유대감, 공동체 의식을 더 강하게 느끼고 있음을 보여주었다. 근린환경 만족도가 지역애착심에 미치는 영향을 살펴 본 결과 대체로 근린환경 만족도가 지역애착심에 긍정적인 영향을 주고 있으나 지역의 특성에 따라 지역애착심에 영향을 주는 요소가 조금씩 차이가 있는 것으로 나타났다. 본 연구의 결과는 상업시설 이용을 통해 주민들의 지역애착심과 지역커뮤니티 형성에 도움을 주고 있음을 확인했으며 조절효과 검증 결과 상업시설 유형에 따라 주민들의 이용행태가 지역애착심과 지역커뮤니티에 미치는 영향이 조금씩 다름을 보여주었다. 이러한 점에서 볼 때, 상업시설 방문빈도를 높이고, 주민들과의 교류를 형성시켜줄 수 있는 공간을 마련하는 것이 근린상권 활성화를 위한 하나의 방안이 될 수 있다. 또한, 전통시장과 Mall형을 비교해보았을 때, 전통시장에서의 이용행태가 지역애착심과 지역커뮤니티에 좀 더 긍정적인 영향을 주고 있음을 보여줌으로써 전통시장을 비롯한 소규모 상점들이 주민들의 지역애착심과 지역커뮤니티 향상에 효율적인 장소가 될 수 있음을 보여주었다.| Traditional markets have formed communities among residents through social exchanges as well as material consumption. However, the advent of SSM has created a new complex consumption space and has become one of the causes to accelerate the decline of existing neighborhood stores. The government has implemented policy efforts such as regulation of location of large commercial facilities and regulation of large-scale mart business in order to enhance competitiveness of traditional markets including small-scale stores, but it has not been effective. Among various neighborhood activities, commercial activities are essential activities while using commercial facilities, and the activities are various according to the commercial facilities environment. This means that the types of commercial facilities may have different effects on the use behavior. Various activities in neighborhoods have a positive effect on attachment to residential areas and formation of bond of residents. Through this, local residents become a driving force to live in the area with stability and continuous life. In this respect, this study started with the premise that 'Traditional market is a place where residents meet and can play an important role in forming community among residents'. Therefore, this study focused on the aspect that the usage behavior differs according to the different types of commercial facilities and that depending on which facilities they use, it can have different effects on the local attachment and local community. The purpose of this study is to examine the correlation between the commercial facilities and the use behavior of commercial facilities, local attachment, and local community. After establishing the data, path analysis was conducted to examine the effect of the use behavior of commercial facilities on local attachment and local community, and the difference according to the type of commercial facilities was examined through the verification of moderating effect. As a result of the analysis, the factors that affected the frequency of visits to commercial facilities among the population characteristics of the residents were found to be age, and the factors that affected the local attachment were residence period. The frequency of visiting commercial facilities had a significant effect on the social exchange with residents and shop clerks, and both traditional market and mall type showed a significant value. In other words, regardless of the difference according to the environment of commercial facilities, the more frequent the use of commercial facilities, the more active the interaction and contact with people. The frequency of visiting commercial facilities had a significant effect on the local attachment in general, but the moderating effect verification showed that it was significant only in the traditional market. As they went out to use commercial facilities, they had the opportunity to experience the surrounding area, which showed that they were connected to interest in the area and intimacy. However, this effect was more evident in the traditional market than in the Mall type. The interaction between residents and shop clerks had a significant effect on the local community, and the contact or exchange with people formed while using commercial facilities had a positive effect on the formation of the bond between local residents. The effect of community attachment on community was all significant, and as a result of the verification of moderating effect, both traditional market and Mall type were significant. This shows that the more people have a strong attachment to the area they live in, the stronger they feel the bond and community consciousness among the residents. As a result of examining the effect of satisfaction with neighborhood environment on local attachment, it was found that satisfaction with neighborhood environment had a positive effect on local attachment, but the factors affecting local attachment feeling differed slightly according to the characteristics of the region. The results of this study confirmed that the use of commercial facilities helped the residents to form local attachment and local community, but as a result of the verification of the moderating effect, the influence of the residents' use behavior on the local attachment and local community was slightly different according to the type of commercial facilities. In this respect, it can be a way to revitalize the neighborhood commercial area by raising the frequency of visits to commercial facilities and providing a space to form exchanges with residents. Also, when comparing traditional market and Mall type, it showed that the usage behavior in traditional market had more positive influence on local attachment and local community, so that small shops including traditional market could be an efficient place to improve local attachment and local community of residents.; Traditional markets have formed communities among residents through social exchanges as well as material consumption. However, the advent of SSM has created a new complex consumption space and has become one of the causes to accelerate the decline of existing neighborhood stores. The government has implemented policy efforts such as regulation of location of large commercial facilities and regulation of large-scale mart business in order to enhance competitiveness of traditional markets including small-scale stores, but it has not been effective. Among various neighborhood activities, commercial activities are essential activities while using commercial facilities, and the activities are various according to the commercial facilities environment. This means that the types of commercial facilities may have different effects on the use behavior. Various activities in neighborhoods have a positive effect on attachment to residential areas and formation of bond of residents. Through this, local residents become a driving force to live in the area with stability and continuous life. In this respect, this study started with the premise that 'Traditional market is a place where residents meet and can play an important role in forming community among residents'. Therefore, this study focused on the aspect that the usage behavior differs according to the different types of commercial facilities and that depending on which facilities they use, it can have different effects on the local attachment and local community. The purpose of this study is to examine the correlation between the commercial facilities and the use behavior of commercial facilities, local attachment, and local community. After establishing the data, path analysis was conducted to examine the effect of the use behavior of commercial facilities on local attachment and local community, and the difference according to the type of commercial facilities was examined through the verification of moderating effect. As a result of the analysis, the factors that affected the frequency of visits to commercial facilities among the population characteristics of the residents were found to be age, and the factors that affected the local attachment were residence period. The frequency of visiting commercial facilities had a significant effect on the social exchange with residents and shop clerks, and both traditional market and mall type showed a significant value. In other words, regardless of the difference according to the environment of commercial facilities, the more frequent the use of commercial facilities, the more active the interaction and contact with people. The frequency of visiting commercial facilities had a significant effect on the local attachment in general, but the moderating effect verification showed that it was significant only in the traditional market. As they went out to use commercial facilities, they had the opportunity to experience the surrounding area, which showed that they were connected to interest in the area and intimacy. However, this effect was more evident in the traditional market than in the Mall type. The interaction between residents and shop clerks had a significant effect on the local community, and the contact or exchange with people formed while using commercial facilities had a positive effect on the formation of the bond between local residents. The effect of community attachment on community was all significant, and as a result of the verification of moderating effect, both traditional market and Mall type were significant. This shows that the more people have a strong attachment to the area they live in, the stronger they feel the bond and community consciousness among the residents. As a result of examining the effect of satisfaction with neighborhood environment on local attachment, it was found that satisfaction with neighborhood environment had a positive effect on local attachment, but the factors affecting local attachment feeling differed slightly according to the characteristics of the region. The results of this study confirmed that the use of commercial facilities helped the residents to form local attachment and local community, but as a result of the verification of the moderating effect, the influence of the residents' use behavior on the local attachment and local community was slightly different according to the type of commercial facilities. In this respect, it can be a way to revitalize the neighborhood commercial area by raising the frequency of visits to commercial facilities and providing a space to form exchanges with residents. Also, when comparing traditional market and Mall type, it showed that the usage behavior in traditional market had more positive influence on local attachment and local community, so that small shops including traditional market could be an efficient place to improve local attachment and local community of residents.