근린상가 판매 분양가격 합리성 인식요인에 관한 연구 - 의정부지역 실증분석을 중심으로

A Study of the Cognitive Factors for Rationality of Selling Price of Neighborhood Shopping Malls - Focusing on Positive Analysis of Euiieongbu Area -

&nbsp;&nbsp;1. CONTENTS<BR>&nbsp;&nbsp;(1) RESEARCH OBJECTIVES<BR>&nbsp;&nbsp;Neighborhood shopping malls are sold at different price by floor or location even in the same building, which has been regarded natural. Now it is time to check how a seller and a buyer recognize the selling price by floor, and why they think so. In general, neighborhood shopping malls are offered at high price so even after they are completely built up, many of them are left unsold.<BR>&nbsp;&nbsp;which causes waste of resources. This paper purports to prevent it. This paper wants the parties concerned with the sale of shopping malls in new cities to reduce unsold neighborhood shopping malls and to prevent the social waste of resources in consideration of business type and productivity.<BR>&nbsp;&nbsp;(2) RESEARCH METHOD<BR>&nbsp;&nbsp;This paper defined the factors influencing the selling price of neighborhood shopping malls with hedonic price function, set hypotheses, and had a survey. The survey was conducted to the neighborhood shopping malls in Euijeongbu area which is being highlighted as a boom town in the Metropolitan area. Based on the result of the survey, the factors influencing the selling price were abstracted.<BR>&nbsp;&nbsp;(3) RESEARCH RESULTS<BR>&nbsp;&nbsp;The factors influencing the determination of the selling price were productivity by business type and characteristics of a building. In relation to the selling price, investors put more emphasis on the earning rate of their investment and those concerned with the sale were interested in getting back the invested cost. Those who sell neighborhood shopping malls were not interested in the inefficiency of resources at the social level.<BR>&nbsp;&nbsp;2. RESULTS<BR>&nbsp;&nbsp;The sellers of neighborhood shopping malls intended to collect back the invested cost mostly from the 1st and the 2nd floor, and the investors tended to purchase a cheap building and increase their profit. The investors who prefer the 1st floor thought its selling price was relatively high so it was left unsold for long. That is, because they are not sold for long, empty rooms are made, which causes the waste of resources. This paper suggests the necessity for working out new marketing strategies including the determination of the selling price by floor in consideration of the productivity of business type and the characteristics of a building.