A Study on Housing Choice and Housing Satisfaction of MZ Generation

Abstract

The rapid change into a digital society is accompanied by rapid changes in residential culture. Hence, an analysis was conducted on the housing selection and housing satisfaction of the MZ generation to understand the future trends in the housing market. Consequently, it was found that when selecting a house, household M considered location convenience the most important, and household Z considered the factors of residential facilities the most important. On analyzing the influence of housing satisfaction on housing condition through multiple regression analysis, it was found that housing management, economic feasibility, and local community factors had a significantly positive (+) effect on housing satisfaction. Generation M showed the greatest influence of future value and the lowest influence of local community factors, however, generation Z showed the greatest influence of local communities, such as local gatherings and online communities. Thus, the MZ generation had a large difference with the older generations in perception of housing, however, the difference in perception between the M and the Z generations was also evident. It is expected that the data derived from this analysis will be useful in future housing product development and differentiation strategies. The MZ generation recognizes and values housing different from older generations and their preferences will be reflected in future housing supply, design, and marketing. In addition, if prospective research is conducted exploring the lifestyles and housing values of the MZ generation, various alternatives are expected to emerge in the future housing plan and housing market.