실버타운 예비수요자의 심리적 가치가 선호속성에 미치는 영향

A Study on Preference Impact by the Values of Preliminary Demander on Silver Town

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this article is to establish and analyze the relationship between consumer's value on senior town and consumer's preference. For this purpose the study investigates the affects of the consumer value including achievement oriented, relationship oriented and real life oriented values on senior town to preference, and attempts to suggest efficient management and strategic plan for the operating Silver Town in the future. (2) RESEARCH METHOD The research includes and adopts literature review and structured questionnaire method. It applies the success models and the measurement factors that are suggested in the recent studies related to the consumer value factor of the operating the business. In order to assess the validity and the reliability of the variables the research has conducted an analysis of the preliminary data through factor analysis. reliability analysis, and correlation analysis, and applied a multiple regression analysis to examine and verify the relationship among the variables. (3) RESEARCH FINDINGS The consumer values on senior town has showed different three results. Through the exploratory analysis we empirically found and verified the existence of achievement oriented, relationship oriented and real life oriented values. And their relationship was independent respectively. In addition, among the preferences, economical attribute was regarded as a major factor compared to others. Also the effects of three consumer values to economical attribute was statistically significant and can be applied to management. 2. RESULTS Several implications can be learned from this research. The first. consumer's values on senior town could be divided into achievement oriented, relationship oriented and real life oriented values which was proved by experiment. The second, among several preference and attributes on senior town. economical attribute had the most important aspects in running the senior town. Finally, for the successful operations in senior town. we would likely to consider these implication thoughtfully.