아파트 구매 선택요인이 주거 만족도 및 행동의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The researcher gained practical experience in the business of construction
materials and construction over several years.
along with the business experience in multi-unit residential buildings and
interior construction business for apartments.
However, it is difficult to predict the success of a business only with
practical knowledge.
Usually, contractors and developers gather data from various sources,
starting from macro-economic trends and housing market trends to the
market performances of similar projects near the site.
Considering the economic side effects of unsold houses, the importance of
house sales cannot be emphasized enough.
Therefore, the researcher will approach in a logical manner utilizing both
the practice and the theories.
This is a self-reporting, descriptive analysis using a survey in order to
analyze the influence of apartment purchase selection factors upon the intent
or behavior of apartment users through the mediation of the satisfaction with
the residence.
For this study, the researcher gathered the data from the residents of
apartments in the Busan and Gyeongnam area over the period from
February 3 to May 3, 2020.
The survey was conducted using the Surveymonkey electronic system
(ko.surveymonkey.com) with the residents of the apartments in the Busan
and Gyeongnam area.
A total of 398 questionnaires were recovered, and after excluding 37
incomplete or unreliable questionnaires, a total of 361 valid questionnaires
were used for the final analysis.
The gathered data were coded and processed using the SPSS statistics
suite version 25.0 and AMOS 25.0.
The results of the verification of the hypotheses of this study were as
follows;
First, the apartment purchase selection factors, which were the endogenous
variables, were grouped into physical factors, environment-psychological
factors, social factors, and economic factors through exploratory factor
analysis and confirmatory factor analysis.
Second, the exogenous variables were grouped into the satisfaction level
with the residence, the intent of repurchase, and the intent of the
recommendation, after exploratory factor analysis and the subsequent
confirmatory factor analysis.
Third, the result of the analysis of the hypothesis that the apartment
purchase selection factor will affect the satisfaction level with the residence
showed that the physical factors, environment-psychological factors, and
economic factors all had an impact on the satisfaction level with the
residence. The social factor did not have an impact that was significant
upon the satisfaction level with the residence.
Fourth, the result of the analysis of the hypothesis that the satisfaction
level with the residence would have an impact on the intent had a
significant impact on both the repurchase intent and the intent of the
recommendation.
Fifth, the result of the analysis of the national-scale large-corporation
brand apartments and the apartments by local brands would have differences
in terms of their impact on the behavioral intention through the mediation
of the satisfaction with the residence by the purchase selection factors
showed that there were partial differences.

국문 초록 (Abstract)

본 연구는 제가 건축 자재업과 건설업을 수년간 하면서 다세대 주택 사업과 아파트 실내인테리어 업의 경험으로 공동 주택.주상복합 아파트 시공 시행하고 실무 경험은 쌓아 쓰나 실무만으로 사업의 승패를 예측하기 힘들고 시행 시공자들은 거시경제 및 주택시장의 동양에서부터 사업지 인근의 유사사업 분양성과에 다양한 자료를 수집하여 시장을 전망 하는 게 일반적이다. 미분양 주택의 경제적 부작용을 감안하면 분양 마케팅이 너무나 중요하다. 그래서 본 연구를 통해서 실무와 이론을 통합하여 논리적으로 접근 해보겠다.
아파트 구매 선택요인이 주거만족도를 매개하여 아파트 사용자의 행동의도에 어떠한 영향을 미치는 영향을 분석하기 위하여 설문조사법을 이용한 자가 보고식 서술적 분석이다.
본 연구의 자료 수집은 2020년 2월 3일부터 5월 3일까지 부산, 경남에 주거하는 아파트 주거 중인 자를 대상으로 하였다.
설문조사는 부산, 경상남도 지역에 주거하고 있는 사람들 중 아파트 주거 중인 사람을 대상으로 서베이몽키 시스템(ko.surveymonkey.com)을 이용하여 전자설문조사방법으로 실시하였다.
총 398명의 응답이 수집되었으며 설문이 끝까지 작성되지 않거나, 불명확한 37부를 제외하고 최종적으로 361부의 유효설문지를 통계분석 자료로 이용하였다.
수집된 자료는 coding을 거쳐 SPSS 통계패키지 version 25.0과 AMOS 25.0을 이용하여 분석하였다.
본 연구의 가설 검증을 실시한 결과는 다음과 같다.
첫째, 내생변수인 아파트 구매 선택요인은 탐색적 요인분석과 확인적 요인 분석을 통해 물리적 요인, 환경심리 요인, 사회적 요인, 경제적 요인의 4개 요인으로 묶였다.
둘째, 외생변수는 탐색적 요인분석을 실시하고 추가로 확인적 요인분석을 거쳐 주거만족도, 재 구매의도, 추천의도의 3개 요인으로 묶였다.
셋째, 아파트 구매 선택요인이 주거만족도에 영향을 미칠 것이라는 가설을 분석한 결과 물리적 요인, 환경심리 요인, 경제적 요인은 주거만족도에 영향을 미쳤다. 사회적 요인은 주거만족도에 통계적으로 유의한 영향을 미치지 않았다.
넷째, 아파트 주거만족도는 행동의도에 영향을 미칠 것이라는 가설을 분석한 결과 주거만족도는 재 구매의도, 추천의도에 모두 통계적으로 유의한 영향을 미쳤다.
다섯째, 전국단위 대기업 브랜드와 지역 중심 브랜드의 아파트에 따라 구매 선택요인이 주거만족도를 매개하여 행동의도에 미치는 영향의 차이가 있을 것이라는 가설을 분석한 결과 부분적으로 차이가 있음을 확인할 수 있었다.
지금까지 많은 아파트 연구가 있었지만, 이처럼 전국단위 대기업 브랜드와 지역 중심 브랜드를 비교하여 연구를 한 것은 없다고 본다. 여기에 큰 의미를 가지고 대기업 브랜드는 환경심리 요인이 주거만족에 영향을 많이 미쳤고, 지역 중심 브랜드는 물리적 요인과 경제적 요인이 주거 만족에 영향을 많이 미치는 차이점을 발견한 것은 큰 성과라고 볼 수 있다. 대기업
브랜드는 시각적 개방감, 주변 경관, 아파트 미관 등의 환경 심리적 요인이 주거만족에 영향을 많이 미치고 있지만, 지역 중심 브랜드는 편의시설, 주차 시설, 조경 및 녹지 등과 분양가격, 관리비, 보수비, 가치상승 등의 요인들에 주거만족에 영향을 미치고 있는 것으로 나타났다. 앞으로 지역 브랜드 아파트도 중앙의 대기업의 브랜드에서 나타는 환경을 도입하면 좋겠다는 기대를 해본다.

목차 (Table of Contents)

• Ⅰ. 서론 ························································································································ 1
• 1. 연구의 배경 및 목적······················································································· 1
• 2. 연구방법과 연구구성······················································································· 5
• 1) 연구방법 ······································································································· 6
• 2) 연구구성 ······································································································· 10
• Ⅱ. 이론적 배경 및 선행연구 ·············································································· 13
• 1. 우리나라의 주택산업의 현황과 추세 ························································· 13
• 1) 주택산업 현황····························································································· 13
• 2) 주택산업 추세····························································································· 24
• 2. 아파트 분양····································································································· 26
• 1) 아파트 분양 방법······················································································· 26
• 2) 신규분양아파트의 분양절차····································································· 27
• 3) 아파트 분양/미분양 현황········································································· 29
• 3. 아파트 구매 선택요인··················································································· 32
• 1) 물리적 요인 ································································································· 33
• 2) 환경심리 요인····························································································· 35
• 3) 사회적 요인 ································································································· 37
• 4) 경제적 요인 ································································································· 38
• 4. 주거 만족도····································································································· 40
• 1) 만족도··········································································································· 40
• 2) 주거 만족도 ································································································· 42
• 5. 행동의도··········································································································· 44
• 1) 재 구매의도 ································································································· 45
• 2) 추천의도 ······································································································· 46
• 6. 선행연구··········································································································· 48
• 1) 아파트 구매선택요인과 주거만족도 ······················································· 48
• 2) 주거만족도와 행동의도············································································· 54
• 3) 아파트 구매 선택요인 ··············································································· 57
• III. 연구 설계 ··········································································································· 59
• 1. 연구 모형 ········································································································· 59
• 2. 연구 가설 ········································································································· 60
• 1) 아파트 구매 선택요인과 주거만족도····················································· 60
• 2) 주거만족도와 행동의도 ··········································································· 60
• 3) 전국단위 대기업 브랜드와 지역 중심 브랜드에 따른 차이 ············· 60
• 3. 조사의 설계····································································································· 62
• 4. 연구 도구 ········································································································· 63
• 1) 아파트 구매 선택요인 ··············································································· 63
• 2) 주거만족도··································································································· 63
• 3) 행동의도 ······································································································· 63
• 5. 자료 분석 방법······························································································· 64
• IV. 실증분석결과 ····································································································· 65
• 1. 연구대상자의 일반적 특성 ··········································································· 65
• 2. 가설검증을 위한 예비분석 ··········································································· 67
• 1) 주요변수의 기술적 통계 분석································································· 67
• 2) 측정도구의 탐색적 요인분석 ··································································· 69
• 3) 측정도구의 확인적 요인분석과 타당성, 신뢰도 검사························ 72
• 3. 경로분석 가설검증························································································· 80
• 1) 연구 모형의 적합도 분석 ········································································· 80
• 2) 가설검증 및 분석결과 ··············································································· 81
• 4. 전국단위 대기업 브랜드와 지역 중심 브랜드에 따른 차이 ··············· 85
• 1) 연구 모형의 적합도 분석 ········································································· 85
• 2) 다중 집단분석 결과··················································································· 85
• Ⅴ. 결론 ······················································································································ 90
• 1. 연구결과의 요약 ····························································································· 90
• 2. 연구결과의 시사점························································································· 91
• 3. 연구의 한계점 및 향후 연구방향 ······························································· 92
• 참 고 문 헌 ··············································································································· 94
• Abstract ···················································································································· 98
• 설문지 ······················································································································· 101
• 감사의 글 ················································································································· 105