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허강수(Hoe, Gang Soo),김갑열(Kim, Gab Youl) 강원대학교 사회과학연구원 2013 사회과학연구 Vol.52 No.2
본 논문의 연구목적은 실버타운에 대한 소비자의 심리적 가치에 따라 소비자의 선호도, 입지선택 의도간의 관계를 전통적 소비자 연구이론에 근거하여 인과관계를 분석하는 것이다. 연구방법은 내용분석과 설문조사를 통한 수집된 자료를 구조방정식모형으로 분석하여 예비수요자의 실버타운 선택에 있어서 소비자 심리적 가치특성이 선호속성, 선택의도 중 어느 요소가 가장 중요한 변수로 영향을 미치는지 가설을 통하여 실증분석 하였다. 소비자 심리적가치는 성취지향성, 관계지향성, 현실지향성으로 구분하고, 실버타운 속성을 운영주체의 신뢰성, 입주비 및 거주비용의 경제성, 실버타운내 프로그램의 사회성으로 구분하고, 실버타운의 위치를 도심형, 도시근교형, 전원형으로 구분하여 소비자 가치성향에 따른 선호와 선택의도간의 구조적 인과관계의 경로를 파악하였다. 분석틀의 유효성과 신뢰성을 평가하기위해 탐색적 요인분석, 신뢰도 분석 그리고 확인요인 분석을 통한 예비자료 경로분석을 실행하였다. 연구결과 성취지향성인 실버타운 소비자집단은 사회성(실버타운 내 커뮤니티)인 프로그램에 대한 관심도가 높으며, 도시근교형 실버타운에 선호도가 높은 것으로 나타났다. 또한 사회성인 실버타운내 프로그램을 선호하는 것은 세가지 소비자 심리적 가치가 미친다는 것은 통계적으로 중요한 의미가 있었으며 이는 실버타운 경영에 적용될 수 있을 것이다. The purpose of this study is that analyzing the causal relationship between consumers’ value on senior town, consumer’s preference and their choice Intents based on traditional consumer research theory. For this purpose the study investigates the affects of the consumer value including achievement oriented, relationship oriented and real life oriented values on senior town to preferences including operators’ reliability, economic values and social programs inside senior town. Additionally, the research has been performed to assess the structural relationships between the preferences and choice intents, senior town in downtown, suburbs of city and the rural areas. In order to evaluate the validity and the reliability of the variables the research has conducted an analysis of the preliminary data through exploratory factor analysis, reliability analysis, and confirmatory factor analysis to examine and verify the relationship among the latent variables. In summary, analyzing the Structural Equation Model is successively used for determining which characteristics of the consumers’ value, preference and choice intents are the most critical variables to pre consumers’ decision on senior town. The data was collected from research agency and composed of 357 prospective consumers. The result shows that customers who are achievement oriented have significant effect on the social programs and are finally willing to choose the senior town in the suburbs area. Also the effects of three consumer values to social program attributes are statistically significant and can be applied to management.
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실버타운 예비수요자의 심리적 가치가 선호속성에 미치는 영향
허강수(Hoe, Gang Su),김갑열(Kim, Gab Youl),박지영(Park, Ji Young) 한국부동산학회 2013 不動産學報 Vol.54 No.-
1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this article is to establish and analyze the relationship between consumer's value on senior town and consumer's preference. For this purpose the study investigates the affects of the consumer value including achievement oriented, relationship oriented and real life oriented values on senior town to preference, and attempts to suggest efficient management and strategic plan for the operating Silver Town in the future. (2) RESEARCH METHOD The research includes and adopts literature review and structured questionnaire method. It applies the success models and the measurement factors that are suggested in the recent studies related to the consumer value factor of the operating the business. In order to assess the validity and the reliability of the variables the research has conducted an analysis of the preliminary data through factor analysis. reliability analysis, and correlation analysis, and applied a multiple regression analysis to examine and verify the relationship among the variables. (3) RESEARCH FINDINGS The consumer values on senior town has showed different three results. Through the exploratory analysis we empirically found and verified the existence of achievement oriented, relationship oriented and real life oriented values. And their relationship was independent respectively. In addition, among the preferences, economical attribute was regarded as a major factor compared to others. Also the effects of three consumer values to economical attribute was statistically significant and can be applied to management. 2. RESULTS Several implications can be learned from this research. The first. consumer's values on senior town could be divided into achievement oriented, relationship oriented and real life oriented values which was proved by experiment. The second, among several preference and attributes on senior town. economical attribute had the most important aspects in running the senior town. Finally, for the successful operations in senior town. we would likely to consider these implication thoughtfully.
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