International Journal of Internet, Broadcasting and Communication

  • 제15권2호
  • /
  • Pages.89-101
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  • 2023
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  • 2288-4920(pISSN)
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  • 2288-4939(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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Empirical Study on Factors Affecting Housing Transactions Based on Theory of Reasoned Action

  • 투고 : 2023.03.02
  • 심사 : 2023.03.09
  • 발행 : 2023.05.31
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초록

The purpose of this study is to empirically analyze the rational decision-making process and perception differences of housing transactions in the market environment. It was designed through an analysis of the factors influencing housing sales based on the rational behavior theory model. Objective evidence was provided for the impact factors affecting the attitude towards housing sales, with the spouse and children being identified as significant influencers. Additionally, children and friends were found to have an impact on subjective norms related to housing sales, especially for unmarried individuals under 40 years of age and those with low income, who were found to be more influenced by their parents. It was also discovered that the influence of these factors varied based on age and income levels. Younger individuals tended to rely more on their parents or friends, while those with high incomes showed stronger willingness to purchase homes. The presence of beneficial infrastructure for children was found to directly influence the decision to purchase a home. The study also provided objective evidence that the decision to purchase a home is influenced not only by economic factors but also by continuous encouragement and information from those around the buyer. These findings demonstrate the importance of the influence of close acquaintances in the rational decision-making process of home buyers. However, this study only investigated a limited portion of the factors influencing housing sales, as the market is affected by a variety of financial and governmental policies. Therefore, future research should consider various complex factors simultaneously when analyzing the influence of housing sales.

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참고문헌

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