목차

Ⅰ. 서론 ························································································································ 1
1. 연구의 배경 및 목적······················································································· 1
2. 연구방법과 연구구성······················································································· 5
1) 연구방법 ······································································································· 6
2) 연구구성 ······································································································· 10
Ⅱ. 이론적 배경 및 선행연구 ·············································································· 13
1. 우리나라의 주택산업의 현황과 추세 ························································· 13
1) 주택산업 현황····························································································· 13
2) 주택산업 추세····························································································· 24
2. 아파트 분양····································································································· 26
1) 아파트 분양 방법······················································································· 26
2) 신규분양아파트의 분양절차····································································· 27
3) 아파트 분양/미분양 현황········································································· 29
3. 아파트 구매 선택요인··················································································· 32
1) 물리적 요인 ································································································· 33
2) 환경심리 요인····························································································· 35
3) 사회적 요인 ································································································· 37
4) 경제적 요인 ································································································· 38
4. 주거 만족도····································································································· 40
1) 만족도··········································································································· 40
2) 주거 만족도 ································································································· 42
5. 행동의도··········································································································· 44
1) 재 구매의도 ································································································· 45
2) 추천의도 ······································································································· 46
6. 선행연구··········································································································· 48
1) 아파트 구매선택요인과 주거만족도 ······················································· 48
2) 주거만족도와 행동의도············································································· 54
3) 아파트 구매 선택요인 ··············································································· 57
III. 연구 설계 ··········································································································· 59
1. 연구 모형 ········································································································· 59
2. 연구 가설 ········································································································· 60
1) 아파트 구매 선택요인과 주거만족도····················································· 60
2) 주거만족도와 행동의도 ··········································································· 60
3) 전국단위 대기업 브랜드와 지역 중심 브랜드에 따른 차이 ············· 60
3. 조사의 설계····································································································· 62
4. 연구 도구 ········································································································· 63
1) 아파트 구매 선택요인 ··············································································· 63
2) 주거만족도··································································································· 63
3) 행동의도 ······································································································· 63
5. 자료 분석 방법······························································································· 64
IV. 실증분석결과 ····································································································· 65
1. 연구대상자의 일반적 특성 ··········································································· 65
2. 가설검증을 위한 예비분석 ··········································································· 67
1) 주요변수의 기술적 통계 분석································································· 67
2) 측정도구의 탐색적 요인분석 ··································································· 69
3) 측정도구의 확인적 요인분석과 타당성, 신뢰도 검사························ 72
3. 경로분석 가설검증························································································· 80
1) 연구 모형의 적합도 분석 ········································································· 80
2) 가설검증 및 분석결과 ··············································································· 81
4. 전국단위 대기업 브랜드와 지역 중심 브랜드에 따른 차이 ··············· 85
1) 연구 모형의 적합도 분석 ········································································· 85
2) 다중 집단분석 결과··················································································· 85
Ⅴ. 결론 ······················································································································ 90
1. 연구결과의 요약 ····························································································· 90
2. 연구결과의 시사점························································································· 91
3. 연구의 한계점 및 향후 연구방향 ······························································· 92
참 고 문 헌 ··············································································································· 94
Abstract ···················································································································· 98
설문지 ······················································································································· 101
감사의 글 ················································································································· 105