주거환경이 주거선택기준, 가치, 만족, 애호도에 미치는 영향에 관한 연구 = (The)effects of housing environment on choice criteria, value, satisfaction and loyalty of housing

다국어 초록 (Multilingual Abstract)

Tthe apartment market in korea is rapidly changing from the producer-oriented market to the customer-oriented market. This means the user?fs perception of the apartment changed, so the pattern of purchase also changed. The apartment house enterprises should use the method of well grasping the purchase intention of the customers, and then satisfying buyer?fs need to study the marketing strategy.
Because of the changes of the environment of apartment market and customer characteristic, the preference of customers has a lot of differences with before when they choice. So the apartment building enterprises should understand the housing environment and offer discriminative design service to the customers for house a good apartment to live. And while enterprises should make their profit maximize through the expenses reduction and the customer?fs satisfaction.
But if the apartment house enterprises want to ensure their competitive advantages, they not only not have enough theoretical study about the housing environment, the standard of the housing choice criteria, housing value, housing satisfaction and the loyalty of housing but almost not have experiential study. Seeing from the circumstances, the purpose of study is not just the real estate, and on the basic of preceding studies about the marketing field also should analysis what kind of influence the housing environment gives to the standard of the housing choice criteria, housing value and housing satisfaction, and what kind of influence the standard of the housing choice criteria gives to housing value, housing satisfaction and loyalty, and what kind of influence this kind of housing value and housing satisfaction gives to the loyalty. And also should give some suggestions for strengthening the competitiveness of the apartment house enterprises later.
On the basis of the preceding studies, first created the study model and assumption and then used the survey questionnaires to make an investigation from the apartment housing-owners. For a positive analysis, created 9 assumptions and used LISREL analysis for the assumption verification. According to the study model, they sum up the result after verifying the study assumptions. Like:
First, the result of verifying the relationship of the factor of living environment and the standard of housing choice criteria is assumed that housing environment gives a plus(+) influence to the standard of housing choice criteria, H1 was supported(ϒ=1.34, t=11.14). The result of verifying the relationship of the factor of housing environment and housing value is assumed that the factor of housing environment gives a plus (+) influence to housing value, H2 was supported(ϒ=.67, t=3.60). And the result of verifying the relationships of the factor of housing environment and housing satisfaction is assumed that the housing environment gives a plus (+) influence to housing satisfaction, H3 was supported(ϒ=.70, t=4.30)
Second, the result of verifying the relationships of the standard of housing choice criteria and housing value is assumed that the standard of housing choice gives a plus (+) influence to the housing value, H4 was supported(ϒ=.55, t=4.62). The result of verifying the relationships of the standard of housing choice criteria and housing satisfaction is assumed that standard of housing choice criteria gives a plus (+) influence to housing satisfaction, H5 was supported(ϒ=.31, t=2.99). And the result of verifying the relationships of the standard of housing choice criteria and favor is assumed that the standard of housing choice criteria gives a plus (+) influence to loyalty, H6 was reject(ϒ=.10, t=0.99).
Third, the result of verifying the relationships of the housing value and housing satisfaction is assumed that housing value gives a plus (+) influence to housing satisfaction, H7 was supported(ϒ=.31, t=7.19). And also, the result of verifying the relationships of housing value and loyalty is assumed that housing value gives a plus (+) influence to loyalty, H8 was supported(ϒ=.27, t=6.33)
Fourth, the result of verifying the relationships of housing satisfaction and loyalty is assumed that housing satisfaction gives plus (+) influence to loyalty, H9 was supported(ϒ=.50, t=9.80)

The theoretical implications of this study are following.
First, the loyalty, housing satisfaction, housing value and the standard of housing choice criteria of the apartment get the influence from the factor of housing environment. It is the outcome of pattern study that drawing out and presenting the factors of housing environment which affect the standard of housing choice criteria, housing value and housing satisfaction, and while focus on the housing choice criteria and is different with the existing study, and finally showing the importance that the factor of housing environment effects the standard of housing choice criteria, housing value and housing satisfaction.
Second, the existing study is the study about developing housing environment and housing choice criteria, and verifying and presenting the relationships of housing value, satisfaction and loyalty.

The managerial implications of this study are following.
First, the factor of housing environment which affects the standard of housing choice criteria in the field of apartment is very important. We can expect that when the matter is richness and the quality of life is elevated, people will pay more attention to the environment of foundational life, and the attention to the side of health and environment will become larger. So we should more actively public the characteristic related with the side of health and environment, and need to make it discrimination with the development. Seeing from the long-term viewpoint, there is a process of housing construction from the decision of selecting to the apartment management, therefore it needs to develop and public the apartment which housing environment maintains the resident?fs health and is consisted of the condition of friendly environment.
Second, the quality of customer service, the quality of goods, monetary price and the reputation and so on, which is the factors of the standard of housing choice that affects the housing value, housing satisfaction, loyalty, are the criterion of selecting apartment. So the apartment house enterprises should offer the discriminative apartment and the apartment which focus on the service?fs development and the quality?fs elevation. And also should offer the attractive price to the customers and develop a special, favorable brand image for the reputation of apart.
Third, it should have the self-confidence according to the price per pyeong(3.3?u), the quality of price-comparison, investment price, possession which is the housing value?fs factors that affect housing satisfaction and loyalty. Therefore apartment house enterprises need a thoughtful consideration when they make the possession value higher, because there is the process of housing construction from the decision of selecting to the apartment management.
Fourth, while he compares with other apartment, there are satisfaction, expectative satisfaction, whole satisfaction, surrounding environment, interior equipment satisfaction which are the factors of housing satisfaction affecting the housing loyalty. So the customer essentially is pursuing a general satisfaction. For example, they are expecting the best quality, function, design, safety and convenience from the goods. Therefore, the apartment building enterprises should not just prepare to satisfy the customer, but also should build reliability through the impression of customers, and prepare to build the customer?fs ground for the whole life.
Fifth, for elevating the housing favor, the enterprises should correctly know whatever benefit the customers can get from buying the apart. And through approaching the customer and communicating with customers, they should sufficiently understand the utility and satisfaction from purchasing the apart. So with the policy and strategy which the customer serious about, the building enterprises should create the value with the housing environment, goods, service, reputation and so on which lead the needs of customer, and strengthen the factor which keep the relationship with the customer.

The limitations of this study a are following.
First, because in the questionnaire survey, they just use the apartment possession users?f discussion of Seoul, Changwon. So they present the question of sample?fs representation.
Second, the pattern study just runs in the transaction. In the visual point the pattern study doing, they just basis on the questionnaire of apartment possession users. But the apartment users have formed objective viewpoints after some times experiencing the apartment possession living. This is a serious problem.
Third, in the pattern study, they use LISREL 8.3 to deduce the model of construction equation. The most serious shortcoming of LISREL is that it just fits to analysis the finished model of Model Fitting. So there is critical point in the method of study, which is we can?ft see the process of improving model.

Even we make up for the critical point of pattern study; there will be more new advance study problems. Now we present a study subject about future study?fs development which develops through expanding the field of pattern study and collecting new materials.
First, we needs a concretely investigative study about the variable of apartment user?fs housing environment, standard of housing choice criteria, housing value and housing loyalty.
Second, we should segment the apartment possession users and have the necessity to inspect the factors of apartment possession users?f moving, because with the differences of apartment they lived, the housing environment and the standard of the housing choice criteria also become different

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구의 목적 1
• 제 2 절 연구방법 및 범위 3
• 제 2 장 이론적 배경 5
• 제 1 절 주거환경 5
• 1. 주거 및 주거환경의 개념과 중요성 5
• 2. 주거환경에 관한 선행연구 11
• 제 2 절 주거선택기준 27
• 제 3 절 주거가치 42
• 1. 주거가치의 개념 42
• 2. 주거가치의 선행연구 44
• 제 4 절 주거만족도 48
• 1. 주거만족도의 개념 48
• 2. 주거만족도의 선행연구 52
• 제 5 절 주거애호도 54
• 1. 주거애호도의 개념 54
• 2. 재구매의도 58
• 3. 구전효과 59
• 제 6 절 아파트산업의 현황 62
• 1. 아파트의 정의 및 특성 62
• 2. 아파트시장의 특성과 구성요소 64
• 3. 아파트시장의 현황 67
• 제 3 장 실증연구의 설계 74
• 제 1 절 연구모형과 가설설정 74
• 1. 연구모형 74
• 2. 가설설정 76
• 제 2 절 변수의 조작적 정의 및 측정 79
• 1. 주거환경 80
• 2. 주거선택기준 84
• 3. 주거가치 87
• 4. 주거만족 88
• 5. 주거애호도 89
• 제 3 절 조사방법 93
• 1. 설문지의 구성 및 내용 93
• 2. 표본설계 및 분석방법 94
• 제 4 장 실증분석 및 결과 96
• 제 1 절 표본의 특성 96
• 1. 표본의 아파트 이용 특성 96
• 2. 표본의 인구통계학적 특성 97
• 제 2 절 측정도구의 신뢰성 측정 및 타당성 검토 99
• 1. 신뢰성 측정 99
• 2. 타당성 검토 101
• 제 3 절 가설의 검증 109
• 1. LISREL분석을 위한 전제조건의 검토 109
• 2. 구조방정식 모델 112
• 3. 연구모형의 분석결과 114
• 제 5 장 결론 119
• 제 1 절 연구의 요약 119
• 제 2 절 연구의 시사점 120
• 제 3 절 연구의 한계점 및 미래연구방향 123
• 참 고 문 헌 125
• ABSTRACT 142
• 설 문 지 148

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