중소형 분양아파트 거주자의 가구적 특성과 선호도 영향요인 - 대구광역시를 중심으로 -

Abstract

The study aims to analyze influence factors affecting customer preference on new medium-small apartment housings for sales with case studies of Daegu Metropolitan city. For this, firstly, through reviewing the relevant theories and previous case studies, the concept of new medium-small apartment housings for sales and its relationship with customer preference were examined, and through positive analysis, customer preference of new medium-small apartment housings for sales and its influence factors were analyzed. The research subjects were apartment housings in Daegu urban area in less than 2 years after sales. The customer preference was measured on the residents of these apartments and then evaluated. In order to evaluate customer preference on new medium-small apartment housings for sales, direct face-to-face questionnaire survey was conducted from Jan. 7 to Mar. 8 in 2013. The collected questionnaires were analyzed with frequency analysis, paired t-test and multiple regression analysis by SPSS 19.0. Main results of this study are summarized as follows. First, for social factors in customer preferences of new medium-small apartment housings for sales, satisfaction for adjacent environmental conditions(3.63) was highest while hint of social success(2.64) was lowest. For functional factors, convenience of outdoor space structure(3.29) was highest, and for environmental factors, convenience of transportation(3.70) was highest. For situational factors, recommendation of others(3.39) was high. And for economic factors, proper quantity of housings(3.5) was high while reasonable management fee(2.87) was lowest. For image factors, brand image(3.33) was higher than company image. Lastly, market factors, financial conditions at the time of purchase(3.12) was high. Second, according to the analysis results of influence factors of customer preference of medium-small apartment housings for sales through multiple regression analysis, situational factors had the largest influence on customer preference and then functional and social factors followed, respectively. However, environmental, economic, image and market factors were not statistically significant.