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청약률에 영향을 미치는 아파트 입지조건 : 신문 분양 광고에 나타나는 학세권·역세권·숲세권을 중심으로
명혜린(Myoung, Hye-Lin),최윤원(Choi, Yunwon),윤희연(Yoon, Heeyeun) 대한국토·도시계획학회 2020 國土計劃 Vol.55 No.1
With the improvement in the quality of life in South Korea, preferred residential environments have become increasingly sophisticated over time. Currently, in the case of Seoul, the residential areas located near parks/forests, schools, subways and/or the Han River are known to be greatly favored; consequently, apartment developers tend to reflect this trend in their sale advertisements for new apartments. However, it is unclear whether such advertisements positively influence sale application rates. To this end, this study examines the differences between advertising and locational effects on the initial apartment sale application rates from April 2016 to December 2017 in Seoul using text-data analysis and multiple regression analysis. The results indicate that the advertisement of Soopse-kwon, when close to a green/open space, was positively related to the initial apartment sale application rates, although the actual presence of green/open spaces within walking distances did not influence it. On the contrary, while proximity to the Han River displayed a positive effect on the initial apartment sale application rates, promoting this factor through advertisements did not appear to have any effects. The advertising of Yeokse-kwon and its short distance from the subway station was negatively related to the initial apartment sale application rates; whereas, a greater number of subway stations within a walking distance showed a positive relation with the rates. Finally, the sale application rates for Hakse-kwon, in proximity to educational institutes did not appear to have been influenced by either its advertisement or the number of schools within walking distances.
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