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The Primary purpose of this paper is to identify consumer characteristics affecting Buying Decision of Neo-Hanok, so called Korean traditional housing style. This study was examined about consciousness and preference for Neo-Hanok, through resident survey in capital region. A total of 200 questionnaires were analyzed by anova and multiple regression analysis, using SPSS 15.0. The main findings of research are briefly summarized as follows; First, Neo-Hanok was mostly popular and in high demand, among middle aged upper classes with housing affordability. Especially, latent demand for Neo-Hanok spatially concentrated in the suburbs of capital area. Secondly, 5 variables of consumer characteristics are identified as statistically significant factors associated with Buying Decision of Neo-Hanok. They were included property value, lot area, housing satisfaction, family income, site location(distance from CBD) and ranked from highest to lowest by influence. These facts show that residents were recognized the importance of amenity, accessibility, community, economic power, when purchasing Neo-Hanok. Therefore, the main results imply that these factors should be taken into account for devising housing policy, plan in the future. Also, it can be useful data for understanding the preference and feature of potential consumer.