부동산에서 구매행동 분석과 소비자행동에 영향을 미치는 요인들에 대한 이론적 고찰

1. CONTENTS (1) RESEARCH OBJECTIVES In this study We hope to answer the question, “In real estate, what differentiate the purchase behavior of consumers and what is the influential factors on consumer behavior?” In order to solve the research problem, we have established specific objectives of this study as follows. First, we should analyze the purchase behavior of consumers in real estate marketing. Second, we should propose specific influential factors on consumer behavior in real estate. (2) RESEARCH METHOD We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on consumer behavior in real estate. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As influential factors on consumer behavior in real estate, personal factors(age and family life cycle), psychological factors(motive, perception, beliefs and attitudes), social factors(small group and family), cultural factors(culture and subculture, social class) are specifically proposed. They will contribute to theoretical progress of understanding on consumer behavior in real estate. 2. RESULTS Our study enlarges general marketing to real estate marketing by analyzing purchase behavior and exploring influential factors on consumer behavior. However, our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that the influential variables on consumer behavior in real estate can be assessed more accurately.