사회적 거리두기 정책이 사람들의 오프라인 소비패턴에 미치는 영향: 편의점 사례 분석을 중심으로

초록

Amid the continuous spread of the COVID-19 pandemic, analyzing how social distancing policies affect customers' consumption patterns is a critical issue in offline retailers' operation management. This study investigates the changes in customers' consumption behavior since COVID-19 imposed restrictions, using sales data of convenience stores in 2019 and 2020. Mainly, we conduct an empirical study on how the social distancing policy affects consumers' purchasing behavior. The regression result reveals that the reinforcement of the social distancing policy positively affects the weekly sales of convenience stores. In addition, the social distancing policy negatively interacts with the region's population density to harm the weekly sales of convenience stores. This study contributes to the literature by analyzing consumption behavior using actual offline consumption data of people within the framework of the Institution Theory. The result of this study can help offline retailers establish inventory management and operation strategies.

키워드