How investor behavioral factors influence investment satisfaction, trust in investment company, and reinvestment intention

The purpose of this study is to provide strategic implications for the marketing revitalization of real state. By sampling investment behavioral factors of investors in the Gumi area of South Korea (ROK), which is emerging as a promising investment area, the study shows their effects on investment satisfaction, investment firm trust, and intention to reinvest. The behavioral factors, adopted from previous studies, are profitability investment stability, investment regulations, investment location, and investment well-being. Location proves to be the most important factor in investment satisfaction, followed by liquidity, profitability, and well-being. In addition, the structural relativity of satisfaction to reinvestment intention and trust in the investment firm has positive effects. The results of the study reinforce major characteristics for a real estate marketer to consider and provide insights for future studies.