다세대 주택에 대한 부정적 긍정적 인식

Multi-families home or Multi-plex homes comprise major portion of cities area along with apartment. In spite of these roles, public has very negative perceptions on mut-families home by focusing on the alternative, apartment. It is interesting to see why this phenomenon occurs and persists. In this study, we investigate positive aspects of them as well as negative aspects. In particular, the reasons for this under-estimation could be from many different sources. We use brand preference differences and user experiences as theoretical constructs behind this phenomenon. If we consider user and non-user classification, there could be differences in perceptions as shown in the previous studies on many different product categories. That is the reason that it is quite necessary to distinguish user and non-user. It is possible to induce users might have higher or better images than non-users. Furthermore, non-users might have lower or worse images and evaluate lower for the advantages of multi-families home and disadvantages of apartment. Using the word-cloud analysis shows the advantages and disadvantages of multi-families home. Images could be shown using the frequencies of words that describe the objects. This reverse halo effect explain the perception problems of multi-families home. Empirical investigation proves this phenomenon.