기상요인이 식음료업의 매출에 미치는 영향 분석

Abstract

Weather and meteorological condition have direct and indirect effects on consumers’ emotion and consumption pattern. Traditionally, physical location characteristics have been the major interest in the urban planning and real estate fields, and there has been insufficient research on the effect of meteorological characteristics on sales. Location characteristics and meteorological characteristics could affect sales individually and in combination. In this study, the effects of location characteristics and meteorological factors on sales were empirically analyzed using the five-month sales of 8 stores in the food and beverage services in Seoul as the dependent variable. The results of the analysis are as follows. First, the Two-way random effect model was found to be more sophisticated than the general regression model, when analyzing the sales of the food and beverage services using the panel data. Second, the daily mean temperature, rain and the humidity were the meteorological variables that had a significant effect on the sales of the food and beverage services. The sales of the food and beverage services increased as the daily mean temperature increased and the humidity decreased. However, fine dust and wind speed did not have a significant effect on daily sales of food and beverage industry. Third, all physical variables affect on daily sales. The distance to the bus stop, the distance to the subway station, the width of the front road, and the size of the store have a positive effect on sales.