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http://dx.doi.org/10.5762/KAIS.2014.15.3.1318

A Study on the Solution of Unsold Houses through User Centered Marketing Strategies  

Lee, Gwang-Kyun (Graduate School of Urban Studies, Hanyang University)
Lee, Joo-Hyung (Graduate School of Urban Studies, Hanyang University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.15, no.3, 2014 , pp. 1318-1326 More about this Journal
Abstract
The change of concept about real estate marketing and the solution about unsold houses are getting important nowadays. This paper is analyzing the solution of unsold houses as location environment, residential environment, macro environment, and marketing, and research question is which elements are important to real users. In addition, this paper is analyzing on impact relationship in terms of real users' buying intention about unsold houses and satisfaction of price of selling a house (price of selling a house, rise in housing value) by PLS structural equation. To sum up, first, macro environment, residential environment, location environment is statistically valued on the satisfaction of price of selling a house. However, marketing strategic is not impacted on the satisfaction of price of selling. Second, macro environment, marketing strategic, satisfaction of selling a house is statistically valued on buying intention.
Keywords
Unsold House; Marketing; Preference; Satisfaction; PLS structural equation;
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