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A Study on the Theoretical Approach of Purchase and Postpurchase Behavior in Real Estate Marketing  

Lee, Eiy-Joung (전주비젼대학 지적부동산학과)
Cho, Kwang-Haeng (열린사이버대학교 경영학과)
Publication Information
The Journal of the Korea institute of electronic communication sciences / v.5, no.4, 2010 , pp. 457-463 More about this Journal
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.
Keywords
Purchase Decision Making Process of Consumer; Real Estate Marketing; Perceived Risk; Postpurchase Dissonance;
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