선택적 유통시스템을 통한 온라인 플랫폼 판매금지의 경쟁제한성 연구 ― 유럽사법재판소 Coty 판결의 비교・분석을 중심으로 ―

정우식 전남대학교 법학연구소 2020 법학논총 Vol.40 No.3

As online distribution gradually expands and becomes more important, discussions on the regulation of online distribution are becoming active. It is argued that this is no different from offline distribution, so the same legal use must be made. On the other hand, it is divided into claims that some restrictions should be applied to the restrictions applied to offline distribution in recognition of the specificity of online distribution. In this regard, in Europe, Coty has banned online sales through distributors through a selective distribution system through third-party companies that are not authorized by Coty. In response, the European Court of Justice (ECJ) said that the selective distribution system, which maintains a high-level image, affects competition, but does not violate TFEU 101 (1) if it complies with certain requirements. In addition, it was judged that the prohibition of online sales through third parties was subject to the exemption of the collective exemption rule. When contracts are made in the form of selective distribution between suppliers and distributors in Korea, it is a question whether this corresponds to a vertical non-price limiting act. In addition, even if it is a non-price-limited act, it is a question of whether it can be recognized as an exception and its reasons and conditions. In contrast, in Europe, selective distribution is defined in the TFEU treaty collective exemption rule, and through the judgment of the Coty, selective distribution provides the conditions corresponding to the collective exemption rule. I think that it is possible to derive the logic that can be applied to selective distribution in Korea's online distribution through collective exemption rules and Coty judgment on selective distribution in Europe. 온라인 유통이 점차 확대되고 중요해지면서 온라인 유통의 규제에 대한 논의가 활발해지고 있다. 이는 오프라인 유통과 다르지 않기 때문에 같은 법 적용이 이루어져야 한다는 논리와 온라인 유통의 특수성을 인정하여 오프라인 유통에 적용하는 제한을 일부 적용 제외해야 한다는 주장으로 나뉜다. 이와 관련하여 유럽에서는 Coty사가 선별적 유통시스템을 통하여 유통업자에게 Coty사로부터 허가받지 않은 제3의 사업자를 통한 온라인 판매를 금지하고 있었다. 이에 대하여 유럽사법재판소는(ECJ)는 고급 이미지 유지를 유한 선택적 유통시스템은 경쟁에 영향을 미치지만 일정한 요건들을 준수하는 경우 TFEU 101조(1)에 위반되지 않는다고 하였다. 그리고 제3자를 통한 온라인 판매를 금지한 것이 일괄면제규칙의 적용제외 대상에 해당한다고 판단했다. 우리나라에서 공급자와 유통업자 사이에 선택적 유통의 형식으로 계약을 맺었을 때, 이것이 수직적 비가격적제한행위에 해당하는지 여부가 문제된다. 또한 비가격적제한행위에 해당하더라도 예외사유로 인정될 수 있는지 그 근거와 조건은 어떻게 되는지 문제된다. 이에 대하여 유럽에서는 TFEU조약 일괄면제규칙에서 선택적 유통을 정의하고 있고, Coty판결을 통하여 선택적 유통이 일괄면제규칙에 해당하는 조건을 제시하고 있다. 유럽의 선택적 유통에 대한 일괄면제규칙과 Coty 판결을 통하여 우리나라의 온라인 유통에서의 선택적 유통이 적용될 수 있는 논리를 도출해 낼 수 있다고 생각한다.

Marketer Generated Content on Social Media: How to Support Corporate Online Distribution

Xin ZHONG,Jinzhe YAN 한국유통과학회 2022 유통과학연구 Vol.20 No.3

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers’ willingness to buy online in the anchor of consumers’ perspective to answer the question of “how social media generated content support corporate online distribution”. Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers’ online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

유통구조 변화가 중국 소비자행동에 미치는 영향: 중국 온라인 시장중심의 탐색적 고찰

이재은 한국비즈니스학회 2020 비즈니스융복합연구 Vol.1 No.1

Recently, China's distribution structure has been noticeably changing. The online market in China has grown very large since the e-commerce site in 1997. This study sought to explore the Chinese retail market, which is opening a new era of distribution online. This study looked at recent trends in the fast-developing Chinese online market. It was also intended to examine the behavior of Chinese consumers as a result of the change in the new distribution structure. As a results, In order to revitalize China's online consumer market, consumer education should be provided to enhance online use to promote consumption in accordance with technological development. In addition, a convenient payment system should be provided for the development of customer relationships. If the Korea-China FTA is implemented in earnest in the future, products with the top 1,000 yen or less will be offered tax-free benefits. Many Korean companies need to target online markets as well as offline stores in China. Strengthening online stores will be a good alternative to cutting costs as well as improving sales. 최근 중국의 유통구조가 눈에 띄게 변화하고 있다. 중국의 온라인 시장은 1997년 전자상거래 사이트 이후, 매우 크게 성장하였다. 본 연구는 온라인을 중심으로 새로운 유통시대를 열고 있는 중국의 유통시장에 대한 탐색적 고찰을 통해 최근 빠르게 발전하고 있는 중국 온라인시장의 동향과 신유통구조의 변화에 따른 중국소비자들의 소비자행동을 살펴보았다. 연구결과, 중국 온라인 소비시장 활성화를 위한 기술발전에 따른 활용능력 향상 소비촉진을 위한 소비자교육이 이루어져야 한다. 더불어 고객관계발전을 위한 편리한 결제시스템이 제공되어져야 한다. 향후 한·중 FTA가 본격적으로 시행되면, 1000위엔 이하 제품은 목록 통관 후 무관세 혜택이 제공될 것이므로 한국의 많은 기업들은 중국에서 오프라인 매장을 여는 것보다 온라인 시장을 공략하는 것이 비용절감은 물론 효율적으로 매출을 향상시킬 수 있는 대안이 될 것이다.

Marketer Generated Content on Social Media: How to Support Corporate Online Distribution

ZHONG, Xin,YAN, Jinzhe Korea Distribution Science Association 2022 유통과학연구 Vol.20 No.3

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers' willingness to buy online in the anchor of consumers' perspective to answer the question of "how social media generated content support corporate online distribution". Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers' online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

Twelve Key Success Factors of Distribution Strategies for Distribution Community Enterprises Thailand

KANYARAT Hassaro,PEERAWAT Chailom 한국유통과학회 2022 유통과학연구 Vol.20 No.8

Purpose: This study identifies how twelve key success factors of distribution strategies for community enterprises in Thailand achieve higher performances. Research design, data, and methodology: The samples in this study were 400 entrepreneurs throughout the country. The instrument for data elicitation was a questionnaire. The descriptive and inferential statistics for data analysis were percentage, mean, standard deviation, T-Test, F-Test, multiple regression, and multiple correlations. Results: The results revealed that, overall, the samples showed high opinions on online distribution strategies in all aspects. In detail, the three highest factors were as follows: 1) electronic satisfaction, 2) product characteristics and electronic trust, and 3) the quality and success in online distribution. In detail, the three highest aspects of online distribution success were customer loyalty, financial performance, and work management, respectively. The online distribution strategies influencing community enterprises' success were electronic trust, electronic loyalty, social information, electronic satisfaction, and online distribution tools, which had a statistical significance of 71. Conclusions: This research has made an essential contribution to community enterprise entrepreneurs should focus on and adopt these 8P+4ODS concepts to increase sales, maintain brand loyalty of existing customers, get new customers, develop learning, and improve the working potentials of community enterprise entrepreneurs.

Global Online Distribution Strategies for K-Pop

Song, Minzheong(송민정) 문화방송 2015 방송과 커뮤니케이션 Vol.16 No.2

온라인 유통채널이 K팝(k-pop) 콘텐츠를 만나 신(新)한류 부흥을 이끌기 시작한 오늘날 ‘강남스타일’의 성공 사례를 짚어보고 글로벌 온라인 유통의 방향성을 재정립할 필요성이 대두된다. 이에 본 연구의 목적은 ‘강남스타일’ 사례 분석을 통해 K팝의 온라인 글로벌 유통 전략을 제시하는 것이다. 이를 위해 먼저 그동안 글로벌전략에 대해 논의한 선행 연구 결과 및 이론을 탐색해 디지털시대 적용 한계를 지적하고, 이의 대안이론으로 웹2.0 이론과 주요 특징들을 논의했다. 이를 이론적 배경으로 하여 연구자는 먼저 ‘강남스타일’ 자체의 성공 요인들을 조사 분석하여 제시한 후 웹2.0 이론에서 제시된 주요 특징들과 성공요인들을 연계해 향후 K팝 확산을 위한 글로벌 온라인 유통전략 방향을 제시했다. The purpose of this study is to present global online distribution strategies for K-pop through a case analysis of “Gangnam Style” (hereafter GS). For it, this study reviews the literature concerned with traditional global strategy before the digital economy and discuss a new approach feasibility of the Web 2.0(hereafter Web2) theory for new global online distribution. Based on these, the author conducts an analysis. Firstly, it is examined what kind of success factors are mentioned about GS. Then, The Web2 is examined in light of the factors that led to the success of GS and this study proposes a direction of global online distribution strategy of K-pop in the future.

Should small-scale online retailers diversify distribution channels into offline channels? Focused on the clothing and fashion industry

Ryu, Min Ho,Cho, Yongsun,Lee, Daeho Butterworth-Heinemann 2019 Journal of retailing and consumer services Vol.47 No.-

<P><B>Abstract</B></P> <P>Distribution channels have changed rapidly with the advent of online channels, and many companies built an omni-channel by adding online channels to their existing offline channels. However, mall enterprises face difficulties in broadening their distribution channel due to budget constraints, and therefore, most of them still use only one channel, offline or online. To increase their revenue, small-scale enterprises need to decide which will be more efficient, using only one channel or using online and offline channels together. This paper uses stochastic frontier analysis to estimate the technical efficiencies of small-scale enterprises selling clothing or fashion items. In addition, this paper categorizes the enterprises into two groups, those that sell their products only though the online channel and those that use both online and offline channels (omni-channel companies), and compares the efficiencies of the two groups using a meta-frontier analysis. In the results, the omni-channel group is superior to the pure online channel group by 17% in terms of technology gap ratio. These results indicate that the value of offering customers a choice of channel affects the efficiency of a company's earnings, and that the company's channel choice increases the efficiency of resource allocation.</P> <P><B>Highlights</B></P> <P> <UL> <LI> It investigates small-scale enterprises selling clothing or fashion items. </LI> <LI> It uses stochastic frontier analysis to estimate the technical efficiencies. </LI> <LI> It categorizes the enterprises into two groups; online only and omni-channel. </LI> <LI> It compares the efficiencies of the two groups using a meta-frontier analysis. </LI> </UL> </P>

The Extended S-O-R Model Investigating Consumer Impulse Buying Behavior in Online Shopping: A Meta-Analysis

LE, Trang Quang,WU, Wann-Yih,LIAO, Ying-Kai,PHUNG, Thuy Thi Thu Korea Distribution Science Association 2022 유통과학연구 Vol.20 No.2

Purpose: The online distribution channel has attracted the attention of retailers by potential impact on consumers' purchase intention. The objectives of this study are to provide an insight into how to encourage consumers' impulse buying behavior on commercial website as well as attempts to reveal factors that influence consumers' impulsive buying behavior in the online shopping environment. Research design, data and methodology: The research framework is based on the stimulus-organism-response (S-O-R) framework. The Meta-analysis method carried out the research, gathering data from 37 published studies. Results: The research findings suggest that intrinsic motivations such as perceived ease of use, perceived enjoyment, and online flow experience play a significant role in boosting consumers' hedonic value when buying and online. In addition, these findings help online retailers use appropriate marketing stimuli such as offering pricing incentives, promotion tactics, and improved communication effectiveness. Also, obtaining a better grasp of how to build a website to improve the consumer experience generally helps consumers feel the urge to buy impulsively and act without hesitation. Conclusions: This research confirms a direct positive relationship between marketing stimuli and hedonic shopping value, which may support an applied theoretical framework for future research and provide managerial implications for retailers in online distribution channels.

Impact of Economic Value in the O2O Distribution Channel on Brand Attractiveness and Performance

Seok-Beom CHOI(Seok-Beom CHOI),Hye-Young JOO(Hye-Young JOO),Hokey MIN(Hokey MIN),Qaiser Farooq DAR(Qaiser Farooq DAR ),Young-Hyo AHN(Young-Hyo AHN) 한국유통과학회 2023 유통과학연구 Vol.21 No.2

Purpose: With the unique feature of O2O, consumers are now able to check the profile of the services and products online and then consume them in offline venues or vice versa. This study provides motivation and practical implications about online-to-offline (O2O) distribution channels and investigates the relationship between economic values, service consistency and brand identity attractiveness in the O2O distribution channel. Then identify the impact of brand identity attractiveness on the performance (reputation and reuse intention). Research design, data, and methodology: Structural equation modeling (SEM) has been used to investigate the relationship between economic value and brand identity attractiveness, which affects the reputation and reuse intention of services in O2O. Results: Empirical results show the positive and significant impact of economic value and service consistency on brand identity attractiveness which results the positive and significant impact on performance (reputation and reuse intention) in O2O. Conclusion: In the O2O distribution channel, economic value is an important aspect for the attractive image and brand identity. On the other side, brand identity attractiveness is important for the bright future of O2O services, continuous growth, achieving the distinct goal, keeping good promises with customers, and a better reputation of O2O services in distribution channels.

20대 소비자의 제네릭 인식이 사용 의도에 미치는 영향

김미경(Mi Kyung Kim),김창희(Changhee Kim) 한국SCM학회 2018 한국SCM학회지 Vol.18 No.2

This study analyzes the impact of consumer perception on the intention of use and moderating effects of online distribution in the relationship. Subjects of this study were twenties who use the Internet a lot and have high proportion of online shopping. We have collected 367 questionnaires, and 111 cases of questionnaires who responded that the number of medicine purchases was more than six times in the past year were put into the analysis. And we use hierarchical regression to investigate the moderating effects of online distribution. In the result of this study, there is a moderating effect according to price and information influence on the intention of use. Findings of this paper indicate that the price and information of generic is important factor. Therefore, online distribution will help increase the intention to use generic via easy to access its information and price.