제1장 서론 ················································································································· 1 1. 연구의 배경과 목적 ·························································································· 1 2. 연구 범위와 방법 ····························································································· 3 제2장 지역화폐의 발전과정 ························································································ 4 1. 개념 ·················································································································· 4 2. 발전 과정 ········································································································· 5 1) 역사 ·········································································································· 5 2) 목적과 유형 ································································································ 8 3. 우리나라의 지역화폐 ························································································· 9 제3장 지역 내 소비와 동백전 ·················································································· 10 1. 부산지역 소비 동향 ························································································ 10 2. 동백전 동향 ···································································································· 15 1) 사용 인원 ·································································································· 15 2) 결제액 ······································································································· 16 3) 발행액 ······································································································· 19 제4장 경제효과의 추정 ···························································································· 21 1. 지역화폐 정책의 성격 ····················································································· 21 2. 효과 분석의 전략 ··························································································· 23 3. 계량 경제 분석 모형 ······················································································ 25 1) 정책 효과 식별 모형 ················································································ 25 2) 통제 집단 ·································································································· 27 3) 업종 선정 ································································································ 28 4) 통제 변수 ·································································································· 31 5) 변수 정의와 패널데이터 구축 ··································································· 35 4. 고정효과모형 패널회귀분석 추정 결과 ························································· 36 5. 정책 효과 추정 ······························································································· 39 제5장 소비자와 소상공인의 인식 ············································································· 43 1. 설문의 개요 ···································································································· 43 2. 설문의 결과 ···································································································· 46 1) 발행 목적의 인식 ······················································································ 46 2) 사용 및 매출 ···························································································· 53 3) 소비 축소의 경험 ······················································································ 56 4) 결제 수단의 미래 ······················································································ 59 5) 추가 이슈 ·································································································· 60 6) 동백전에 바라는 점 ·················································································· 64 제6장 부산지역화폐의 발전 방향 ············································································· 67 1. 유통과 마케팅 플랫폼 ··················································································· 68 1) 점포별 추가 캐시백(판촉)과 맞춤형 푸시 ··············································· 68 2) 모바일 판매 공간 ···················································································· 69 3) 구독 경제 ································································································ 69 2. 플랫폼 경영 ·································································································· 70 1) 브랜드 가치 개발 ······················································································ 70 2) 리워드 캐시백 가치 상승 ········································································ 72 3) 소비자 편의 확대 ······················································································ 72 3. 지역경제・산업정책 ······················································································ 73 1) 지역경기 대응 재정정책 ·········································································· 73 2) 지역 데이터기업 생태계 육성 ··································································· 74 4. 지역사회 소통 ································································································· 75 제7장 결론 ··············································································································· 77 Abstract ·················································································································· 85 참고문헌 ··················································································································· 87 부록 ·························································································································· 89 부록 1. 설문지 ···································································································· 89 부록 2. 응답자 특성 ··························································································· 97 부록 3. 응답 통계표 ··························································································· 99 부록 4. 각 목적에 대한 응답자 특성별 IPA 매트릭스 ··································· 123

<표 2-1> 지역화폐의 다양한 명칭과 의미 ······································································· 5 <표 2-2> 20세기 이후 지역화폐의 유형 구분 ································································· 8 <표 3-1> 지급수단별 사용 비중 ···················································································· 11 <표 3-2> 전자지급결제대행서비스(PG) 이용 현황 ························································· 11 <표 3-3> 동백전 업종별 결제액 비중(1월~10월 누적) ················································· 18 <표 3-4> 동백전 발행원천별 금액 ················································································· 19 <표 4-1> 이중차분법 : 정책 효과(δ) 식별 개념 ··························································· 25 <표 4-2> 2020년 상반기 지역사랑상품권 판매액과 거주자수 ······································ 27 <표 4-3> 업종별 사용비중의 결제수단별 차이 ······························································ 29 <표 4-4> 유입이동성 지수 개발 과정 ··········································································· 32 <표 4-5> 회귀분석 결과(음식업) ···················································································· 37 <표 4-6> 회귀분석 결과(교육업) ···················································································· 37 <표 4-7> 회귀분석 결과(일반식료품업) ·········································································· 38 <표 4-8> 회귀분석 결과(편의점업) ················································································ 39 <표 4-9> 소비 창출 금액 추정 ····················································································· 40 <표 4-10> 생산자 영업이익 창출 추정 ········································································· 41 <표 4-11> 정책의 효과 ································································································· 42 <표 5-1> 표본 할당 ······································································································· 44 <표 5-2> 설문 문항 구성 ······························································································ 44 <표 5-3> 응답자 특성 ··································································································· 45 <표 5-4> 소비자의 월평균 동백전 사용금액(8월) ·························································· 54 <표 5-5> 사업체의 월평균 동백전 매출액(8월) ····························································· 55 <표 5-6> 동백전 사용이 안 되기 때문에 소비를 줄인 경험 ········································· 57 <표 5-7> 결제 수단의 현재와 미래 ··············································································· 59 <표 5-8> 최초창업동기별 소상공인 가맹점의 활용 의향 ··············································· 63 <표 5-9> 동백전에 대해 바라는 점(소비자) ·································································· 65 <표 5-10> 동백전에 대해 바라는 점(사업체) ································································ 65 <부록표 1> 응답자 특성(소비자) ····················································································· 97 <부록표 2> 응답자 특성(사업체) ····················································································· 98 <부록표 3> Q1. 동백전 발행목적별 중요도(소비자) ······················································ 99 <부록표 4> Q2. 동백전 발행목적별 도움정도(소비자) ················································· 100 <부록표 5> Q3. 동백전 지난달 사용 금액 ·································································· 101 <부록표 6> Q4. 동백전 미사용시 예상되는 총지출 감소액 ········································· 102 <부록표 7> Q5. 동백전과 제로페이 결제 비중 ··························································· 103 <부록표 8> Q6. 오프라인 가맹점 결제 시 결제방식별 비중 ······································· 104 <부록표 9> Q7. 오프라인 가맹점 결제 시 향후 결제방식별 비중-1 ·························· 105 <부록표 10> Q7. 오프라인 가맹점 결제 시 향후 결제방식별 비중-2 ························ 106 <부록표 11> Q8. 동백전 사용 여부에 따른 소비 축소 경험 ······································ 107 <부록표 12> Q9. 동백전 출시 후 소비방식 변화 ······················································· 108 <부록표 13> Q10. 동백전 사용 증가 이슈별 기여 예상도-1 ····································· 109 <부록표 14> Q10. 동백전 사용 증가 이슈별 기여 예상도-2 ····································· 110 <부록표 15> Q11. 충전포인트 송금기능 필요성 ························································· 111 <부록표 16> Q1. 동백전 발행목적별 중요도(사업체) ·················································· 112 <부록표 17> Q2. 동백전 발행목적별 도움정도(사업체) ··············································· 113 <부록표 18> Q3. 전달 동백전 매출액 ········································································· 114 <부록표 19> Q4. 연령대별 동백전 결제 비중 ····························································· 115 <부록표 20> Q5. 동백전 부재 시 매출액 감소 예상액 ··············································· 116 <부록표 21> Q6. 동백전과 제로페이 결제고객 비중 ··················································· 117 <부록표 22> Q7. 결제방식별 비중 ·············································································· 118 <부록표 23> Q8. 결제방식별 향후 변화 예상-1 ························································ 119 <부록표 24> Q8. 결제방식별 향후 변화 예상-2 ························································ 120 <부록표 25> Q9,Q10. 향후 동백전 활용 기회에 따른 입점 의향 ······························ 121 <부록표 26> Q11. 동백전 보유 여부 ·········································································· 122

<그림 3-1> 부산의 지역 내 소비 업종 소비액 추이 ····················································· 13 <그림 3-2> 부산의 주요 업종 소비액 변동 ··································································· 14 <그림 3-3> 동백전 가입자수와 금액구간별 사용자수 ···················································· 15 <그림 3-4> 연령대 별 동백전 가입 비율 ······································································ 16 <그림 3-5> 동백전 연령대별 결제액 비중 ····································································· 17 <그림 3-6> 동백전 결제액 업종별 비중(1월~10월) ······················································· 17 <그림 3-7> 동백전 발행원천별 금액 ············································································· 20 <그림 4-1> 이중차분 모형에서의 정책 효과 ································································· 25 <그림 4-2> 주요 업종의 소비액 ···················································································· 30 <그림 4-3> 거주자 백만명당 신규확진자수 ··································································· 31 <그림 4-4> 유입이동성 지수 ························································································· 33 <그림 4-5> 지역별 신규확진자수 밀도와 유입이동성 지수 ··········································· 34 <그림 4-6> 지역별 거주자수와 증가율 ·········································································· 35 <그림 5-1> 사용자의 직업별, 사용액별 각 목적의 중요성 인식 ··································· 47 <그림 5-2> 소상공인의 최초창동기별 각 목적의 중요성 인식 ······································ 48 <그림 5-3> 역외 유출 방지 목적의 IPA 매트릭스 ························································ 50 <그림 5-4> 골목 상권 활성화 목적의 IPA 매트릭스 ···················································· 51 <그림 5-5> 지역사랑 정신 목적의 IPA 매트릭스 ························································· 52 <그림 5-6> 소비자의 동백전 사용액 히스토그램 ··························································· 54 <그림 5-7> 소상공인의 동백전 매출액 히스토그램 ······················································· 55 <그림 5-8> 동백전 없을 경우 가상적인 지출감소액 ····················································· 56 <그림 5-9> 동백전으로 인한 소비 축소 경험 ······························································· 57 <그림 5-10> 동백전으로 인한 소비 변화 경험 ····························································· 58 <그림 5-11> (오프라인)결제수단의 현재와 미래 ·························································· 60 <그림 5-12> 동백전 사용 확대에 기여하는 정도 ·························································· 61 <그림 5-13> 충전 포인트 송금에 대한 소비자 의견 ····················································· 62 <그림 5-14> 소상공인 가맹점의 활용 의향 ··································································· 63 <그림 5-15> 동백전에 대해 바라는 점 ········································································· 66 <부록그림 1> 목적1(역외유출방지)에 대한 IPA 매트릭스 – 소비자 ···························· 123 <부록그림 2> 목적2(골목상권활성화)에 대한 IPA 매트릭스 - 소비자 ························ 124 <부록그림 3> 목적3(지역사랑정신)에 대한 IPA 매트릭스 - 소비자 ···························· 125 <부록그림 4> 목적1(역외유출방지)에 대한 IPA 매트릭스 – 소상공인 사업자 ············· 126 <부록그림 5> 목적2(골목상권활성화)에 대한 IPA 매트릭스 – 소상공인 사업자 ·········· 127 <부록그림 6> 목적3(지역사랑정신)에 대한 IPA 매트릭스 – 소상공인 사업자 ············· 128