earticle

영어

The purpose of this paper is to analyze both city image factors affecting apartment purchasing behavior and relationship between consumer's housing choice and city image. Survey area was confined to Kangnam area which are only Kangnam, Seocho, and Songpa districts in Seoul. The reason why only Kangnam was selected as a target area for consumer survey is because 1) the region is the most preferable living area among Seoulites 2) the area has convenient living environment such as excellent educational surroundings and good infrastructure and 3) residents living in the region have a quite different socio-economic background such as high income and high educational level. By using delphi technique, housing specialists survey was performed in order to decide characteristics of city image that they are mainly influenced when choosing their house. The six kinds of city image characteristics came out from the survey. The six characteristics are Natural Environment, Transportation & Welfare Facilities, Educational Surrounding, Investment Value, Regional Atmosphere, and Regional Differentiation. As a final step of this study, consumer survey was carried out with a view to examining the relationship between city image and housing choice of Kangnam residents above age of 20 who experienced housing purchase by using canonical correlation analysis method.