브랜드 아파트의 구매의도 결정요인

• 영문명: Determinants of the Purchase Intention for Brand Apartment
• 발행기관: 한국주거환경학회
• 저자명: 박종희(Park, Jong-Hee) 김갑열(Kim, Gab-Youl) 윤성훈(Yoon, Sung-Hun)
• 간행물 정보: 『주거환경(한국주거환경학회논문집)』住居環境 제12권 제4호 (통권 제26호), 95~108쪽, 전체 14쪽
• 주제분류: 사회과학 > 지역개발
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

The brand apartment has been recently introduced by construction companies as a differentiated marketing strategy and it results from an exceed 100% of housing supply rate and growth of housing lease market. Brand apartment has Veblen effect which means the demand is increasing with increasing price but,the increasing demand is not simply coming from luxury materials and high parcel price compared to general apartment. This research is to verify economic cost satisfaction for expenditure when brand apartment residents buy brand apartment and to investigate residence quality factors in brand apartment toward these economic cost satisfaction. As a result of the research, the brand image and residence environment in residence quality factors,these affect positively purchasing intension but, living accommodation does not affect purchasing intention. In addition, the result of analysis for relationship in brand quality & image to economic satisfactions, brand image and residence environment affects positively, but residence quality factor is not related.

목차

Ⅰ. 서 론

Ⅱ. 이론적 논의

Ⅲ. 연구모형 및 분석방법

Ⅳ. 실증분석

Ⅴ. 결론

키워드

브랜드 아파트 구매의도 경제비용 품질 만족 Brand Apartment Purchase intentions Economic cost Quality