The Journal of the Korea institute of electronic communication sciences (한국전자통신학회논문지)

Korea Institute of Electronic Communication Science (한국전자통신학회)
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A Study on the Theoretical Approach of Purchase and Postpurchase Behavior in Real Estate Marketing

부동산마케팅에서 구매 및 구매 후 행동에 대한 연구

  • 이의종 (전주비젼대학 지적부동산학과) ;
  • 조광행 (열린사이버대학교 경영학과)
  • Received : 2010.06.18
  • Accepted : 2010.08.05
  • Published : 2010.08.31
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Abstract

In this study I hope to answer the questions, "In real estate marketing, what are the steps on Purchase and Postpurchase Behavior in Real Estate Marketing?" The findings of this study can suggest the implications as follows. As the purchase decision making process of consumer in real estate marketing, purchase and postpurchase behavior are specifically proposed. They will contribute to the theoretical progress of understanding on consumer behavior in real estate. And this study enlarges general marketing to real estate marketing by analyzing specific purchase and postpurchase behavior in real estate.

본 연구는 부동산학에서 소비자행동에 관한 체계적인 연구는 부족하였다는 인식에 입각하여, 부동산마케팅에서 소비자 구매의사결정 중 구매 및 구매 후 행동은 어떤 과정을 거치는지에 대한 파악에 도움을 주고자 시도되었다. 이를 위해 소비자 구매의사결정 과정을 단계별로 제시하였으며, 특히 부동산 분야에서의 구매 및 구매 후 행동에 대해 세부적으로 분석하였다. 이는 구매행동 분석을 보다 체계적으로 이루어질 수 있도록 한 접근이라는 점에서, 부동산학에서 구매행동 분석에 대한 연구자들의 관심을 촉진하는데 기여할 수 있을 것이다.

Keywords

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