아파트 구매의도에 관한 연구

A Study on the Purchase Intentions for Apartment

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study is to develop and validate a model of the purchase intentions for apartment in Korea, based on the quality management and relationship marketing. (2) RESEARCH METHOD This study was focused on survey analysis. The data for this analysis were collect from the questionnaire. This questionnaire consisted of the quality factors, the satisfaction and trust of customers, and the purchase intentions of apartment. Especially this study used the factor analysis and structural equation model. (3) RESEARCH FINDINGS This study has successfully identified four quality factors of apartment and proved that these identified four quality factors have positive and direct relationships in relation to customers' satisfaction and trust that lead to the purchase intentions. As a result of the analysis based on the model, the following results were identified and determined. First, the four quality factors of apartment are the brand-image, inner-structure, outdoor environment, and convenience. Among these four quality factors, the inner-structure and convenience have a positive relationship with consumers’ satisfaction. On the other hand, the brand-image and outdoor environment does not directly affect the consumers’ satisfaction. Second, four quality factors have a positive relationship with consumers’ trust. Third, the two relational factors are satisfaction and trust, the two relational factors has a positive influence on the purchase intentions. 2. RESULTS In conclusion, to enhance the consumers' purchase intentions, satisfaction and trust could be increase by building up the inner-structure and convenience rather than the brand-image and outdoor environment.