아파트 구매결정의 특성연구 : 서울시 거주자를 대상으로 = (A) Study on the Feature of Apartment Purchasing Decision : Focused on the Residents in Seoul

다국어 초록 (Multilingual Abstract)

The object of this study is an investigation of apartment purchasing decision. Also this paper tries to provide basic information for progressive apartment and residential environment development by identifying potential needs and wants of the consumer. As income level increase, consumer's desires toward living life are getting diversified day by day so that it is important for construction industry suppliers to apprehend consumer's purchasing desire and to apprehend what properties are regarded to be important in purchasing decision.
That is an inevitable assignment to set up a marketing strategy.
Today, an increasing level of consciousness along with income level increase and variation of life style requires various changes in consumer's residential life and its environment. As concerns and expectations of such demands to houses and their qualities are higher, a satisfaction from housing itself and its environment is an important factor so that researches on housing level are not only getting concerned to an analysis of its quantitative data as in the past, but its qualitative aspect.
In the past, houses were sold right after they were built. But from the 90's, house sales were not so quick as in the past so that lots of supplies paid its most attention on marketing, since then the concepts of marketing and consumer satisfaction were introduced in earnest in the construction industry.
Among several merchandizes from the construction industry supplies, the house is the one that is directly related to the consumers. As housing industry is changing its focus from suppliers to consumers, housing construction suppliers need a scientific analysis on consumer purchasing tendencies such as consumers' desires, preferences, thoughts, etc., that is , they have to set up consumer oriented marketing strategy.
In this point, the current research focuses on an investigation of the consumer apartment purchasing decision in more substantial and broader viewpoint.
The methodology of this study was a sampling questionnaire survey. The data from the survey was analysed by the SPSS 10.0 system. To take statistics Frequency, Crosstabulation Analysis, T-test, and Analysis of Variance(ANOVA) were used.
The conclusions came out according to the results of research in this study are;
First, attribute factor considering at apartment purchasing showed difference according to their demographics characteristics. That is, showed difference accessibility and image factor commonly in sex, age, profession. Those can showed that important evaluation by position and traffic of apartment, image which company built on. It is attribute considering at apartment purchasing commonly in sex, age, profession.
Second, the characteristics analysis about an apartment purchasing decision showed difference according to their demographics characteristics. The information about an apartment is getting through newspaper mainly, and joins much in subscription deposit to purchase apartment, and capital was using loaning (finance) goods at apartment purchase. It was area that consider for an apartment purchasing first, and decision motive that decide apartment purchase was formed through area and model house, and also the power of influence of the model house thinks that it is important.
The research results can be summed up into two, which suggest being very important in the aspect of marketing;
Frist, in consideration of setting up an apartment marketing strategy, it takes into account point that is area the thing which an apartment purchasing considers first. Thus a differential strategy for living environment elements should be set up and some marketing activities agreeable to the sales area emotions should be performed.
Second, in consideration that the decisive motives for purchasing apartments are from area and model houses, a public relation strategy to attract customers to the model houses and various and active promotional activities enabling to deliver product information to those attracted are required.
Based on the above findings, the following strategies for apartment marketing were suggested;
First, it is necessary to improve the quality of an apartment to meet the changing market need for apartment, while making efforts to create a better external environment for apartment.
Second, it may be necessary to produce more decent apartment which can sell in the market and, at the same time, reinforce the marketing strategies in a more systematic way through scientific management of information on the market.
Third, in addition to improvement of the quality for clients, more efficient marketing strategies should be explored both for the private and the public apartment.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기와 연구목적 = 1
• 제2절 연구방법 및 논문구성 = 3
• 제2장 우리나라 아파트시장의 동향 = 5
• 제1절 아파트의 정의 및 특징 = 5
• 1. 아파트의 정의 = 5
• 2. 아파트의 특징 = 5
• 제2절 아파트시장의 특성과 구성요소 = 6
• 1. 아파트시장의 특성 = 6
• 2. 아파트 수요와 공급의 특성 = 8
• 3. 아파트시장의 구성요소 = 10
• 4. 아파트시장의 현황 = 11
• 제3절 아파트시장 구조의 변화와 전망 = 14
• 1. 아파트시장 구조의 변화 = 14
• 2. 아파트시장 구조의 전망 = 16
• 3. 아파트 마케팅의 필요성 = 21
• 제4절 아파트 구매에 관한 소비자들의 행태 = 23
• 제3장 소비자의 구매행동에 관한 문헌적 고찰 = 25
• 제1절 소비자행동의 기초이론 = 25
• 1. 소비자행동의 개념 = 25
• 2. 소비자의 제품구매의 영향요소 = 26
• 3. 소비자의 구매의사결정에 관한 이론 = 35
• 4. 아파트 구매에 관한 선행연구 = 38
• 제2절 소비자 구매의사결정과정 = 41
• 1. 태도의 형성 = 41
• 2. 소비자 고관여 구매의사결정과정 = 44
• 제4장 실증분석 = 63
• 제1절 조사요약 = 63
• 1. 실증분석의 계요 = 63
• 2. 표본의 특성 = 64
• 제2절 구매속성에 관한 신뢰성 및 타당성 측정 = 66
• 1. 신뢰성 측정 = 66
• 2. 타당성 분석 = 67
• 제3절 아파트 구매시 고려되어지는 속성분석 = 68
• 1. 성별집단간의 차이분석 = 69
• 2. 연령집단간의 차이분석 = 70
• 3. 학력집단간의 차이분석 = 71
• 4. 직업간의 차이분석 = 71
• 제4절 아파트 구매결정에 관한 특성분석 = 72
• 1. 성별 구매결정에 관한 특성분석 = 72
• 2. 연령별 구매결정에 관한 특성분석 = 74
• 3. 학력별 구매결정에 관한 특성분석 = 81
• 4. 직업별 구매결정에 관한 특성분석 = 84
• 5. 소유재산별 구매결정에 관한 특성분석 = 88
• 제5장 결론 = 90
• 제1절 연구결과의 요약 = 90
• 제2절 연구의 한계 및 향후 연구과제 = 93
• 참고문헌 = 94
• 설문지 = 98
• ABSTRACT = 103