Factores técnicos, externos y comerciales en la elección de vivienda de la Generación Z en el mercado inmobiliario peruano
Abstract
Este trabajo identifica cómo cinco dimensiones, características básicas del departamento, calidad y seguridad del entorno, imagen y credibilidad del promotor, ubicación y recomendaciones, y condiciones comerciales, explican la intención de compra de jóvenes cusqueños. Se encuestó en línea a 437 jóvenes de 20-28 años mediante un cuestionario de 56 ítems de alta fiabilidad, analizado con análisis factorial y un modelo de ecuaciones estructurales. El modelo reveló cinco dimensiones interrelacionadas: características internas, calidad y seguridad del entorno, imagen del promotor, ubicación basada en recomendaciones y condiciones comerciales. Las características internas fortalecen la evaluación del precio, la financiación y la reputación corporativa, mientras que la buena imagen del desarrollador mejora la valoración de la ubicación y del entorno. A su vez, residir cerca de servicios eleva la percepción económica, en tanto que un entorno seguro lleva a aceptar sobrecostos ligados a atributos “verdes”. En conjunto, los jóvenes priorizan calidad constructiva y credibilidad empresarial, exigiendo transparencia financiera y mejoras barriales, orientando políticas y estrategias inmobiliarias.
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