부동산 분양광고의 소비자인식 차이에 관한 연구 : 아파트분양광고를 위한 영상매체와 비 영상매체의 비교를 중심으로 = A Study on the Difference of the Consumer’s Recognition for the Real Estate Advertisement : focused on the Advertisement of Apartments by Image Media and Non-Image Media

다국어 초록 (Multilingual Abstract)

Even though newspapers are still playing an important role, because the change of advertising environment such as development of communication skills, popularization of digital media, personal computers, and the internet, spread of cable TV and satellite broadcasting, and realization of ubiquitous environment is diversifying the option of advertisement media to attract customers, the impact of newspapers on customers is decreasing. Therefore, the suppliers of housing should adapt themselves to the change of advertising environment caused by the advent of the era of new media. In other words, to maximize the effectiveness of distribution by real estate advertisement, it is essential to select appropriate advertising media and to differentiate the marketing strategy for the advertisement. More importantly, all the advertisement should be backed by concepts which meet the needs of customers.
Real estate affects customers’ overall lives a lot and customers’ decisions related with real estate are influenced so much by advertisement. Thus, advertisement as an important real estate marketing strategy can change according to the selection of advertisement media. This study divides drastically changing various advertisement media into image-media and non-image-media and analyzes the difference of the customers’ recognition for those two media groups.
This study consists of 5 chapters and the contents of each chapter are as follows: chapter 1 is the introduction, chapter 2 reviews theoretical background such as the concept of image-media, real estate marketing, real estate distribution advertisement and prior researches. Chapter 3 describes research models and hypotheses and chapter 4 empirically analyzes 4 hypotheses such as the degree of preference for advertisement media and of trust for media, significance of media, and effectiveness of media. Chapter 5 summarizes and concludes this study.
Important findings of this study are as follows.
(1) Image-media is more preferred than non-image-media when customers seek for distribution information.
(2) Image-media is more useful than non-image-media for information about apartment distribution and about economic, environmental, and administrative considerations.
(3) Image-media is more effective than non-image-media in access to information and realism.
(4) Image-media is better than non-image-media in the degree of trust to information conveyed.
This study shows that because image-media advertisement better meets the needs of customers in a visual aspect than non-image-media advertisement by providing image information for the housing and other objective information which can affect customers’ decisions, it is more desirable to select image-media than non-image-media when constructing a distribution advertisement strategy. Therefore, It is important to differentiate and segment advertisement media by using image-media which is superior in a audio-visual aspect in the fast changing new media era.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 목적 = 1
• 2. 연구의 방법과 범위 = 3
• Ⅱ. 영상매체와 부동산 분양광고 = 6
• 1. 영상매체의 개념 = 6
• 가. 영상매체의 의의 = 6
• 나. 영상매체와 비 영상매체의 유형 = 7
• 다. 영상매체의 영향과 효과 = 14
• 2. 부동산마케팅과 부동산 분양광고 = 23
• 가. 부동산마케팅의 의의와 특성 = 23
• 나. 부동산 분양광고의 정의와 필요성 = 26
• 다. 부동산 분양광고의 역할과 전략 = 30
• 3. 선행연구 = 40
• 가. 광고매체의 선호도 = 40
• 나. 분양광고 내용과 주택구매결정요인 = 41
• 다. 매체가 부동산광고에 미치는 영향 = 42
• Ⅲ. 실증분석의 설계 = 47
• 1. 연구 모형과 가설의 설정 = 47
• 가. 연구 모형 = 47
• 나. 가설의 설정 = 48
• 2. 개별변수의 조작적 정의 = 49
• 3. 조사 설계 = 52
• 가. 설문지 구성 = 52
• 나. 표본의 선정과 조사방법 = 55
• 다. 통계분석방법 = 55
• Ⅳ. 분석결과 = 57
• 1. 표본의 특성 = 57
• 2. 신뢰성 및 타당성 검증 = 59
• 가. 신뢰성 검증 = 59
• 나. 타당성 검증 = 61
• 3. 가설의 검정 = 63
• 가. 광고매체의 선호도 차이분석 = 63
• 나. 광고매체의 유익성 차이분석 = 65
• 다. 광고매체의 효과성 차이분석 = 67
• 라. 광고매체의 신뢰도 차이분석 = 68
• 마. 분석결과 종합 = 69
• Ⅴ. 결론 = 72
• 1. 연구의 요약과 시사점 = 72
• 2. 연구의 한계점과 제언 = 75
• 참고문헌 = 76
• ABSTRACT = 81
• 설문지 = 83