소비자 선택방법들의 비교: 아파트

Apartment is considered as amajormeans for real estate investment as well as our living place. There are two views on apartment. One is to think apartment as asset. People who has this veiw tend to spend quite portion of their assets to apartment and expect apartment price to go up. The other is to think apartment as home and emphasize residential aspects. If we investigate the consumers’ choicemethodswithout considering these value perspective, it will cause some problems. Whether consumers employ compensatorymodel or non-compensatorymodel is not a major issue. Rather, in the choice process, since it involves several decisions over time, it is very difficult to determine which one consumers use. During this process, consumers have some tendencies to use some filtering process. The criteria for filtering includes minimum standards for relevant attributes toward apartment choice. That is, differences in the asset value emphasis or residential value emphasis will lead to different use of minimum standards. Use of Likert scale can not solve setting up minimum standards. For that reason, we use SIMALTO scale that use more objective measures for proposed 17 different attributes. Out of 17 attributes, there were 5 differences between asset value emphasis group and residential value emphasis group. statistically. In addition to value emphasis, investment strategies are considered simultaneously. If we incorporate value emphasis and investment strategies, differences in mimimum standards exist more than 5 attributes. Empirical analysis using 240 samples support these statements.