Theoretical and methodological justification of studying objective and subjective predictors of effective interaction between buyers of under construction housing and developers

The article presents the results of a theoretical analysis of the scientific prerequisites for an empirical study of predictors of effective social interaction between buyers of housing under construction and the developer. It provides definitions of the basic concepts of social interaction and effective social interaction in relation to this topic; presents the results of an analysis of foreign and domestic publications in which this topic was addressed as well as reveals the scientific approaches in which it was studied. Based on the analysis of modern scientific developments by domestic and foreign authors, a set of objective predictors (gender, age, number of family members, level of education, employment and citizenship of the buyer; the presence/absence of a mortgage, the area of the purchased housing and its quality) and subjective factors (the image of the developer in the buyer’s perception; the client’s social interaction with the developer; business communication style, trust, social frustration of the buyer; their style of behaviour in conflict situations, social optimism and social activity), presumably responsible for effective social interaction between buyers of housing under construction and the developer, have been determined. A model of empirical research of their totality has been proposed, which meets the need to optimise the processes of social interaction in the field of shared equity construction.