부동산중개업자의 광고유형과 효과에 관한 연구

This study is conducted to analyze relations between advertising types of real estate agents and their intention to expand advertising expenses by the medium of advertising effects. Advertising types of real estate agents are divided into three factors such as mobile/Internet advertising, store-advertising/leaflet, and mail/print ad. The study aims to look into how those advertising types of real estate agents influence advertising and the effect relations in their intention to expand advertising expenses by means of advertising. According to the empirical analysis result, the H. 1 that mobile/Internet advertising of real estate agents may affect advertising effects was adopted. On the contrary, study H. 2 and 3 on store-advertising/leaflet and mail/print ad was not significant. In addition, the H. 4 showed advertising effect was shown to have mediating effects. In short, as to the relations between advertising types of real estate agents and their intention to expand advertising expenses, the size of indirect effects using advertising effects was revealed by the order of mobile/Internet advertising, store-advertising/leaflet, and mail/print ad.