주택의 구매가치 평가와 투자심리가 구매행동에 미치는 영향

So far, previous studies have emphasized on the residential environment and housing prices. More specifically, in the evaluation of housings, the majority of studies are focused only on the sale prices of housings without addressing to investment psychology. But practically, positive expectations for the real estate market also much influences the consumers decision in purchasing a house. Therefore, this study was aimed to find whether investors’ psychology of investment in real estate will have any impact on purchase behaviors in real estate. The research results showed that the greeny environment, regional reputation, urban accessibility had the effect on the recommendation intention. also, it was found that school district, investment value, housing environment, interest rate policy had the effect on the purchase intention. As a result of examining the impact of investment psychology on real estate purchase behaviour, Psychological factors were shown an effect on purchase. In follow-up studies we will need to develop a measure of psychological investment. Also, the act of acquiring in-dept understanding and reflection of investors psychology should be considered a very important task in expanding on real estate market.