복합 엔터테인먼트 쇼핑센터 출점이 인접한 소매상권에 어떠한 영향을 주는가? 고양시 원마운트와 스타필드를 중심으로

Abstract

Since the 1990s, new retail business types such as large-scale retail stores, super supermarkets (SSM), e-commerce, and chain convenience stores have emerged, while consumer purchasing behaviors have been constantly changing. Recently, large-scale shopping centers based on the concept of complex entertainment malls rather than simple shopping centers have also emerged. These malls combine commercial and leisure consumption functions. This study analyzes the effect of complex urban entertainment centers (UECs) on their adjacent commercial areas. We analyzed opening- and closed-store data of adjacent commercial areas near “OneMount`s” and “Starfield`s” shopping center complexes in Goyang, Gyunggi-do between 2010 and 2018. We employed the difference-in-differences (DID) regression models with the numbers of either opening or closed retail stores as a dependent variable. The effect of the opening timings of the UECs was analyzed using a spatial analysis unit of a 250m grid cell. To estimate the UECs’ effects on neighboring commercial areas, factors such as accessibility, housing development project, and numbers of firms, population, and employees are considered as control variables. The net effect of the UECs’ opening was also identified by setting up treatment and control groups. The results demonstrated that the Onemount UEC had significantly positive impacts on the differences in both opening and closing of retail shops in adjacent commercial areas. However, the number of closed stores was higher than the number of opening stores, indicating its effect was more negative for businesses in its adjacent retail area. The Starfield’s UEC increased the number of opening stores in the nearby retail area, while there was no statistically significant effect on the reduction in the number of closed retail stores. This may be because Starfield was developed in an undeveloped area so that the influence was only in terms of increasing the number of opening retail stores.