중국 천진시 구매자 주택구매 결정요인 분석

Determinants for Housing Consumers of House Tianjin City in China

중국주택시장은 1998년 전면적인 시장화이후 빠른 속도로 성장하면서 2004년, 2007년, 2009년의 세 번의 과열기를 거쳤다. 이 과정에서 주택가격의 급등을 주도한 것은 흔히 1선(線) 도시라 불리는 'Beijing', 'Shanghai', 'Guangzhou', 'Shenzhen'의 4개 도시 였다. 이들 지역이 전국 주택가격을 선도역할을 하는 추세를 보였기 때문에 중국 정부는 대도시 중 특히 이들지역에 대해서 엄격한 주택가격 조정정책을 구사하였고 이에 대한 풍선효과로 이들 지역 주택 시장에 몰렸던 시장참여자들은 점차 2선 및 일부 3선 도시로 전이되는 양상을 보이고 있다. 중국 2선도시를 대표하는 천진시 주택시장에 있어서 소비자의 주택구매 결정요인에 대한 분석을 진행한 결과, 입지특성에서는 생활편의를 제외한 교통, 시내근접, 교육환경, 풍수지리 모두 통계적으로 유의한 것으로 나타났고, 단지특성에서는 단지구조, 규모, 녹지경관, 물업관리가 통계적으로 유의한 것으로 분석되었으며 편의시설과 유대관계는 통계적으로 유의하지 않은 것으로 분석되었다. 개별주택특성에서는 실내구조 방향 층수 전용면적이 통계적으로 유의한 것으로 나타났다.

1. CONTENTS (1) RESEARCH OBJECTIVES China real estates market passed through overheating periods of three times in 2004, 2007, and 2009 while being grown with quick speeds after full-scale marketization from 1998. In this process, leading the surge of sharp rises in house prices was made by 4 cities such as 'Beijing', 'Shanghai', 'Guangzhou', and 'Shenzhen' called first-tier cities. These areas showed trends of taking leads on nationwide housing prices, so China government commanded adjusting policies of house prices strictly regarding these areas especially, and market participants gathered together to house markets of these areas showed aspects to be spread to 2nd-tier city gradually and 3rd-tier city partially because of balloon effect. (2) RESEARCH METHOD This study carried out an analysis on decision factors of house purchases by consumers in relation with housing market of Tianjin City. For doing so, the study proceeded a previous research first, and then progressed an analysis on local economy and real estate market of Tianjin City surrounding housing market. After that, this study went on an empirical analysis based on a questionnaire objecting to consumers having real intents on house purchases in Tianjin City. (3) RESEARCH FINDINGS As consumptions are displaying observation trends while strong regulations on housing market by China government become protracted recently, housing market has been converted to consumer driven market gradually, and researches on decision factors on house purchase by consumers becomes important. 2. RESULTS From the results of empirical analysis, traffic, proximity to the city, educational environment, Feng Shui Chiri(Topographical divination), were analyzed as being significant statistically in location characteristics, and complex structure, scale, green landscape, logistics management were analyzed statistically too. In characteristics of individual house interior structure direction stories and exclusive area were turned out to have significance statistically.