• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.203-213
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• 2022

This study aims to examine the impact of decline in quality of life on perceived fairness and support for real estate deregulation. The rise of dissatisfaction due to the deterioration in the quality of life can increase the blame for the unfairness of the external social system, which may boost support for government-led market regulation to correct such unfairness. This impact of perceived fairness on quality of life furthermore could be more pronounced when the prospect of upward social mobility is pessimistic. That is, when people expect that they are more likely to be the socially underprivileged who are to be more vulnerable to the fallout from the unfair operation of social system, the possibility of associating the deterioration in quality of life and the decrease in perceived fairness could be more pronounced. To test these predictions, this study used the dataset comprising a total of 6,300 survey responses and substantiated such predictions. Overall, these results not only offer an opportunity to take a more detailed look at the underlying causes of the recent rise of the issue of fairness, but also contribute to broadening the understanding of how individual support for government's deregulation of real estate varies as a function of perceived fairness and prospect of upward social mobility.