소형주택의 구매결정요인이 거주자 만족도 및 계속 주거의향에 미치는 영향

Effects of Purchasing Decision Factors of Small Houses on Residential Satisfaction and Continued Living Intention

This study analyzes the effects of purchasing decision factors of small houses on the residential satisfaction and continued living intention of residents. For the empirical analysis, questionnaires were collected from residents of Busan and Gyeongnam area for 30 days from February 6 to March 7, 2017. A total of 450 questionnaires were distributed and 422 questionnaires were collected. Thus, the recovery rate was 93.78%. With the exclusion of 18 questionnaires that answered insincerely, 404 valid questionnaires were finally used for statistical analysis. First, among the purchasing decision factors for residents of small houses, location, building environment, complex characteristics, and price characteristics were found to have a significant effect on residential satisfaction. However, indoor environment factor did not show a significant effect on residential satisfaction. It was found that the purchasing decision factors of the consumers who purchase small houses are more influenced by such factors such as convenience of transportation based on the location of the small house, surrounding convenience facilities, building environment, complex size, and price, rather than the room size, structure, interior view and illumination. Second, residential satisfaction had a statistically significant effect on continued living intention. Third, the result of verifying the moderating effect of brand image for the effect of purchasing decision factors of small house residents on residential satisfaction and continued living intention revealed that brand image had moderating effects on indoor environment and price characteristic factors.