Housing Values and Condominium Purchasing Behavior Among Married Women

This study explored the relationship between housing values and condominium purchasing behavior. The participants of this study were married women who had bought a condominium at least once and who also were dwelling in one. Survey questionnaires were conducted on 1103 married women from three residential areas in Daegu. The analytical methods used in this study were frequency, mean, standard deviation, factor analysis, 1-test, one-way ANOVA, post-hoc estimation (Scheff test), and correlation analysis. The results show that the more the women were oriented toward convenience, education, and investment, the more likely they were to make a rational purchase. Also, the more the women's values were oriented toward conspicuous consumption and investment, the more they were likely to make an investment and ostentatious purchase. The women who valued ostentation and location tended to rely on other people's opinions and advertisement more, and were more likely to be impulsive shoppers. Women who valued convenience, education, and location, made their purchase decisions based on the housing prices.

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