부동산 모바일 앱의 소비자만족에 관한 연구

The mobile real estate transaction app is a popular 020 service that is rapidly growing in consumer market. In this study, we investigated the actual use of mobile real estate transaction app in the market and its consumer satisfaction. For this purpose, we surveyed 718 consumers who had experience using the app. First of all, the survey result on the actual use of the real estate mobile app shows that the ratio of consumers who experienced false sales is 44.2%, which raises the issue of establishing a consumer protection policy. Secondly, we examined the effects of service quality (product, use environment, supplementary service), brand personality(vigor, trust, sophistication), and consumption emotion(positive, negative) on customer satisfaction. The analysis result shows that user environment, trust and vigor of brand personality and positive consumption emotion have positive effects on customer satisfaction. However the sophistication of brand personality and negative consumption emotion have negative effects on customer satisfaction. Thirdly, we examined the effects of service quality, brand personality and consumption emotion on customer loyalty. The analysis result shows that user environment, supplementary service, and trust and vigor of brand personality have positive effects on customer loyalty. Although negative consumption emotion and sophistication of the brand personality have negative effects on customer loyalty. As is the same in the previous studies, the customer satisfaction on the real estate mobile app shows positive effects on the customer loyalty.