구미지역 부동산 투자자 행동요인이 투자만족, 투자회사 신뢰 및 재투자의도에 미치는 탐색적 연구

The purpose of this study is to provide strategic implications for the marketing revitalization of real estate by sampling investment behavior factors of the investors who invest in Gumi and 5 adjacent areas which are emerging as promising investment areasand to understand the effects of these factors on investment satisfaction, investing company's trust, and reinvestment intention. The behavior factors adopted from the preceding studies are: investment profitability, investment stability, investment liquidity, statute and restriction, investment location, and investment well-being. The importance of investment location proved to be the most important investor behavior factor on investment satisfaction, followed by investment liquidity and investment earning rate and investment well-being. In addition, the structural relativity between investment satisfaction and reinvestment intention as well as investing company's trust turned out to have positive effects. Based on the result of this study, some major characteristics a real estate marketer should consider are discussed, and the results of this study would provide valuable insights for future studies.