초록/요약

The consumer problems and damage cases of the 1372 Consumer Counseling Center are used as big data useful for government policies and local consumer administration, but the awareness and utilization rate of the 1372 Consumer Counseling Center are low. The purpose of this study is to compare awareness of local consumer life and consumer competency that can be improved by local government efforts, and to derive the factors of recognition and use of 1372 consumer counseling centers by region. Then, It provides basic data and effective activation measures needed to improve regional consumer administrative services. To this end, the ‘2019 Consumption Life Indicators in Korea’ data of the Korea Consumer Agency was used for analysis, and comparative analysis was conducted by region (capital area, Yeongnam area, Honam area, and central area). The main results are as follows. First, the degree of consumer responsibility and practice was highest in the central region, and the number of consumers who preferred public consumer information networks was the highest in the Honam region. Awareness of local consumer living conditions, awareness of using local consumer problem solving channels, intention to participate in consumer education, and intention to participate in government policy consumer activities were all highest in the Yeongnam region. Second, the main influencing factors by region that affect the perception of 1372 consumer counseling centers were consumer responsibility and practice in the metropolitan area, preference to use public consumer information network in Yeongnam area, average monthly household income in Honam area, and intention to participate in consumer education in the central area. In particular, monthly average household income had a positive (+) effect in all regions, and the influence of intention to participate in consumer education showed different directions depending on region. Third, the main factors affecting the use of 1372 consumer counseling centers by region were the preference to use the public consumer information network in the metropolitan and central regions, the intention to participate in consumer education in the Yeongnam region, and consumer responsibility and practice in the Honam region. As a result, the factors affecting the perception of local consumption life and consumer competence, and the perception and use of the 1372 Consumer Counseling Center differed by region. Then, Locally customized consumer administration should be promoted.